California-based Hispanic radio operator Lazer Broadcasting has signed a multi-year renewal agreement with Nielsen Audio, effective Wednesday morning (3/15).
The renewal agreement is across Lazer Broadcasting’s 12 stations in such Nielsen-rated markets as Sacramento, San Jose, Riverside, Oxnard-Ventura and Santa Maria, Calif..
Lazer Broadcasting is a privately held and minority-owned company headed by President Alfredo Plascencia.
“As a Spanish-language radio broadcaster, we need audience measurement solutions that provide actionable insights about the U.S. Hispanic consumer,” said Joshua Mednick, who recently accepted the COO position at Lazer. “Nielsen Audio provides qualitative and quantitative information that reflects the lifestyles, tastes and audio consumption of Hispanic consumers in our markets. We are glad to renew our relationship with Nielsen, and continue to provide our clients with the data they need to appropriately access this important and rapidly growing consumer group.”
The agreement includes both Nielsen Audio’s PPM and diary-based markets where Lazer operates stations.
“Spanish-language radio reaches almost all Hispanic adults each week,” said Brad Kelly, Managing Director for Nielsen Audio. “With this agreement, Lazer Broadcasting will have access to data that allows them to show the strength of their content and the opportunities advertisers have to reach U.S. Hispanic consumers. We are excited to continue to provide Lazer Broadcasting with advanced solutions that help them grow their business.”