New York, NY, APRIL 5, 2010 – The Nielsen Company launched television audience measurement in Puerto Rico on April 1, bringing to a new market the same high standards, technological expertise and commitment to quality it employs in more than 30 other global television markets.
TV ratings in Puerto Rico are being collected from a sample of 500 homes chosen through Nielsen’s rigorous random area probability sampling techniques to accurately represent all demographics and regions of the island of Puerto Rico.
Over 90% of recruited homes agreed to be part of Nielsen’s sample, with particular success in recruiting younger homes, which have historically been difficult to recruit in Puerto Rico. The 90% acceptance rate is believed to be the highest of all the world’s TV ratings panels.
“We are proud that we have built what is arguably the world’s most representative and accurate television panel in Puerto Rico,” said Victor Vazquez, Executive Director Puerto Rico – Media, for The Nielsen Company. “We are committed to providing high quality measurement of what people watch in Puerto Rico and we believe this launch is the beginning of a long and productive relationship with our clients.”
Nielsen has begun providing clients with overnight TV ratings. It will publicly release the top ten time slots on a monthly basis, by the end of April.
Clients who 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). Additionally, Arteaga & Arteaga, Canal 13, Draft/FCB, EJE Sociedad Publicitaria, Starcom, and Kairos have subscribed to the service.
“The television industry is in a state of transition and Nielsen has the tools we need to provide our clients with the best insights now and in the future,” said Hilary A. Hattler, President and General Manager of WKAQ-TV (Telemundo).
“Univision is thrilled to be a part of Nielsen’s new audience measurement service,” said Larry Sands, president of Univision Puerto Rico. “The increased audience analysis and the quality that the new service provides is consistent with Univision’s mission of offering marketers the most comprehensive data about media consumption in Puerto Rico.”
“WAPA is very pleased to be a part of this new era of television which starts with the new Nielsen Audience Measurement Service on April 1, 2010. The larger and more sophisticated audience sample, coupled with the most advanced technology in home hardware and analysis software, will place Puerto Rico’s television market in the forefront of any television market in the world. We are proud to be a part of this incredible upgrade in audience measurement,” said José E. Ramos, President of WAPA-TV (Independent).