Nielsen to measure TV viewing in Puerto Rico

MUMBAI: Nielsen, the US media research company, has announced that it will begin measuring television viewing in Puerto Rico.

Clients that 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 chosen 500 homes using Nielsen’s rigorous random area probability sampling techniques to accurately represent all demographics and regions of the island of Puerto Rico.

These homes will have electronic push-button meters called People Meters installed on each television set in their homes.

Nielsen will use targetted 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.

WKAQ-TV (Telemundo) president, GM Hilary A. Hattler says, “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”.

Nielsen’s new TV measurement system will be led by Nielsen executive director Victor Vazquez. He says, “We are proud to offer a new TV ratings service to the Puerto Rico advertising community. Nielsen’s global expertise will provide advertisers with valuable insight into TV viewing behavior on the island.”

Nielsen currently reports television audience measurement in more than 30 countries worldwide, including the US.

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