Televisaunivision, Nielsen Bibbling over Skew Spanish TV reviews
A single house in the rural southeastern US is central in a growing gap between Nielsen and the Spanish -speaking temporary agency whose audience measures it.
Executives on Televisaunivision are furious about a grill in the Nielsen process to set up the audience for Spanish -speaking TV that, according to them, gives rival Telemundo an important boost in estimates of young male viewers who tune into news shows and other programming,
But the lifts, these people say, are based on Nielsen’s dependence on one household where five Spanish -speaking residents do not have access to the stations of Televisaunivisie, only those of Telemundo. And Nielsen’s extrapolation of the activity of that house has created an incorrect audience, estimates that Televisaunivisie thinks that his prospects can harm the “in advance” market, when American media companies try to sell most of their commercial inventory prior to their next programming cycle.
“In order not to act on the anomaly of this data at the moment,” says Donna Special, president of the American advertisement and marketing on televisaunivision, during an interview. She adds: “They don’t act quickly and that has enormous consequences for our company.”
“We are aware of the customer’s feedback and we are in direct, continuous communication with them,” Nielsen said in a statement. “Nielsen stands with his panel and methodology. We also take feedback very seriously. We are committed to continue to investigate the situation. “
Spanish -speaking TV is one of the hotter parts of the MediaMarkt, even if more viewers in general leave traditional TV in favor of streaming. The Spanish -speaking population of the US has grown and viewers of Univision in the US and Telemundo are seen as important voters whose needs and interests can influence the outcome of political campaigns. In recent years, Specialle has worked to get new advertisements from Madison Avenue, in particular marketers who have not spent heavily on the Spanish media.
The schism takes place just like Nielsen hopes to prove its reliability after a difficult period. The measuring giant won accreditation of the Media Rating Council, a sector monitor last week, for a new range of “Panel + Big Data” that will include public interactions with cable and satellite setting top boxes and smart TVs in 45 million households and 75 million devices. Nielsen supports the new product as a basis for “currency” for negotiations between media and advertisers. It has also won accreditation to use first-party data from different media when calculating the assessments.
Nevertheless, managers remain at their care for Nielsen at many media companies. During the Coronavirus Pandemie, complaints about Nielsen’s audience encouraged a loss of accreditation for his national ratings service for months; It has been regained since then. Paramount Global, for example, refused last year to extend his contract with the measuring company, with reference to costs and the availability of other measuring suppliers who could wrap the science around the issue of counting the public migrated to streaming locations. Paramount relies on Videamp, a Nielsen rival, and many of his contemporaries have also affected pacts with that company.
The Fracas between Televisaunivisie and Nielsen is surprising, because special efforts of Nielsen have supported in the past to absorb the new data and add it to the panel. “I am the one who screams at the top” about taking on technology, says the executive power.
Televisaunivisie began to notice discrepancies in assessments just after the start of the year and noticed an increase in Telemundo’s young audience, especially for news programming. When managers asked for more details, they discovered that the cause of the rating walk was a single house in the southeastern US, where residents of a rural house only have access to TV over the air.
When televisaunivisie investigated deeper, managers were given guarantees that Nielsen would remove the house from the panel so that the discrepancies could be studied. After a weekend, the effect that the house had on the reviews was clear, because the reporting of televisaunivisie about the presidential inauguration was better in reviews. Next, Nielsen informed Televisaunivisie that it would bring the house back to his public panel.
“We have brought this data deviation to their attention. We didn’t want to increase this at all. We did it in private, tried to let them dig in this. They agreed that something is wrong. They agreed to take it down and then set it up again, “says Special. “My problem is really the timing, because they don’t say they don’t change it, but they say they need time. And I’m sorry, we don’t have time. “
Telemundo, which is part of NBCUIversal, refused to comment.
