New York, NY, December 7, 2009 – The Nielsen Company today announced it will begin measuring television viewing in Puerto Rico, with new television ratings available by first quarter 2010. The first clients which have signed up for Nielsen's new ratings service include the island's three largest television providers: WKAQ-TV, the owned and operated Telemundo station; WLII-TV, the Univision affiliate; and WAPA-TV (Independent).
TV ratings will be collected from a sample of 500 homes, chosen using Nielsen's rigorous random area probability sampling techniques to accurately represent all demographics and regions of the island of Puerto Rico. These panel homes will have electronic push-button meters, called People Meters, installed on each television in their homes. Nielsen will use targeted monetary incentives to reach segments of the population, particularly younger homes, which historically have been difficult to recruit in Puerto Rico. Recruitment has already begun, with the first TV ratings expected to deliver to subscribers early next year.
“Nielsen has the global expertise and knowledge in sampling to ensure this new TV ratings system will be a more accurate representation than we've had in the past,” said Hilary A. Hattler, President and General Manager of WKAQ-TV (Telemundo).
“Nielsen will be providing a better sample and more accurate representation of market viewing with the latest technology, which will help advertisers make more informed decisions,” said Larry Sands, President and General Manager of WLII-TV, (Univision).
“Puerto Rico advertisers will be getting the most detailed information available from this new system,” said José E. Ramos, President of WAPA-TV (Independent).
Nielsen's new TV measurement system will be led by Victor Vazquez, a native to Puerto Rico with 27 years of experience on the island.
“We are proud to offer a new TV ratings service to the Puerto Rico advertising community,” said Mr. Vazquez, Executive Director of The Nielsen Company. “Nielsen's global expertise will provide advertisers with valuable insight into TV viewing behavior on the island.”
“This continues our efforts to provide advertisers across the globe with the most accurate and technologically advanced measurement systems available in order to assess their return on investment,” said Dave Thomas, President of Global Media Client Service for The Nielsen Company.
The Nielsen Company currently reports television audience measurement in more than 30 countries worldwide, including the U.S.