The number of U.S. broadcast nets to be measured nationally by Nielsen continues to grow.
Azteca America, the U.S. subsid of No. 2 Mexican web TV Azteca, has joined Nielsen’s National Television Index, effective this week. Azteca America’s more entrenched rivals, Univision and NBC Universal-owned Telemundo, joined the Nielsens last winter.
Prior to their pacts with Nielsen, the three Spanish-language webs subscribed solely to Nielsen’s National Hispanic Television Index, which measures only Hispanic households. The NHTI includes a much smaller sample than Nielsen’s general market index.
Azteca will maintain its current subscription to NHTI until September 2007, when the National People Meter sample, upon which NTI is based, will become the sole sample for both English- and Spanish-language media.
“Being reported within both NTI and NHTI gives us the best of both worlds,” said Azteca America chairman Luis J. Echarte. “The Hispanic consumer is growing more sophisticated and desirable. Through this agreement with Nielsen, we will now be able to demonstrate clearly the power of our audience in comparison to not only our Spanish-language competitors but the broader U.S. marketplace as well.”
In 52 U.S. Hispanic markets including Los Angeles, Miami and New York, Azteca America now qualifies as a national web.
Azteca America claims a 5% share of the U.S. Hispanic aud, with highs of 12% during weekend evenings. Sales were up 22% to $9.4 million during the second quarter vs. $8 million a year earlier.