Univision signs long-term, multi-market renewal agreement with Nielsen Audio
Nielsen (NYSE: NLSN) today announced that Univision has signed a multi-year agreement with Nielsen Audio. The renewal covers all of Univision’s 64 owned and operated stations in 16 markets, which include the top 10 U.S. Hispanic markets, with an audience reach of more than 16.1 million listeners per week. The agreement also covers Univision’s national radio network, one of the most listened to Spanish radio networks in the country.
Spanish-language radio plays a critical role in appealing to a significant portion of U.S. Hispanic consumers. Univision radio will continue to leverage Nielsen Portable People Meter (PPM) and diary data in all of its existing markets to effectively understand the listening trends of this important and growing demographic segment. In addition, Nielsen’s audio services will help Univision radio programmers and station managers keep a pulse on listening preferences in local markets. The combined suite of services will allow Univision radio to fully showcase the power of the Hispanic and Spanish radio consumer. With these deeper insights, Univision radio stations have the opportunity to better position their content and deliver a positive return on ad spend to advertisers.
“Radio reaches 98% of all Hispanics each month and, as the leading Hispanic voice in the U.S., it’s critical for us to have the most effective audience measurement service available. Nielsen Audio offers our radio stations the right solutions, allowing them to make the right programming and marketing decisions,” said Jesus Lara, General Manager of Digital, Content, and Entertainment for Radio at Univision Communications Inc. “We welcome Nielsen’s efforts to enhance the audio measurement service and we look forward to our continued relationship.”
“Univision radio is one of the industry’s leading radio companies and one of Nielsen Audio’s most valued partners. We are excited to renew our long-term relationship with Univision radio,” said Brad Kelly, Managing Director for Nielsen Audio. “Under this agreement we’ll continue to provide Univision radio with data and services that enable them to make the strategic decisions that will grow their business. We believe that our services are best-in-class and the enhancements that we are making, including the 10% increase to our PPM sample size, will help our clients tell their powerful reach story, effectively market their stations, and better compete for a share of advertising dollars.”