Nielsen phasing out separate local Hispanic panels


The national Spanish TV networks are already measured alongside the English networks, as RBR-TVBR reports weekly, and soon that will be the case in all of Nielsen’s local markets as well. The Nielsen Hispanic Station Index (NHSI) panels are being phased out.

The Nielsen Company advised clients this week that the separate Hispanic panels are being retired in favor of a single sample, so Spanish stations will be reported the same as English stations based on the Nielsen Station Index (NSI).

According to Nielsen spokesman Matt Anchin, the NHSI ratings currently exist in 19 markets, although two have already converted to using NSI data. Effective November 1st all of the markets will be using NSI data as currency for buying and selling advertising on Spanish stations.

RBR-TVBR observation: More than anything else this illustrates how mainstream Hispanic media has become in the US. Many markets which used to have few people using Spanish as their primary language now have Spanish TV and/or radio stations – with growing audiences. Advertisers understand the importance of the Hispanic consumer and the need for special ratings panels is well past.