New York, May 7, 2020 ― Univision Communications Inc., the leading Hispanic media company in the U.S., today announced that it is joining Nielsen’s Addressable TV platform beta program. Univision will leverage Nielsen’s solution to evaluate the performance of test addressable ad campaigns enabling the company to assess how the solution performs with current procedures and systems. This move is part of Univision’s overall strategy of bringing advanced targeting capabilities to Spanish-language media, building on its long tradition of delivering targeted Hispanic audiences.
“We firmly believe the use of audience targeting will accelerate and be easier with the development of industry-wide solutions such as Nielsen’s Addressable TV platform,” said Steve Mandala, president of Advertising Sales and Marketing at Univision. “Our goal is to continue to bring best-in-class audience targeting solutions to advertisers for their Advanced TV needs and work with industry-leading companies to do so. While the consumer we deliver to advertisers is already ‘addressed’ through language and culture, we are excited to work with Nielsen for this addressable TV technology test.”
“With the upfronts taking a new form, targeting and advanced TV tools are even more important to make informed sales strategy decisions. With our Addressable TV platform, Nielsen stands ready to help the media industry unlock the full value of their commercial minutes and deliver addressable, relevant ads to consumers nationwide,” said Kelly Abcarian, General Manager, Nielsen Advanced Video Advertising. “Having Univision join our beta program will give us increased visibility and insights into the addressable opportunities that exist among broadcast TV, especially for the Hispanic market. We look forward to Univision’s collaboration and valuable feedback.”
Univision will leverage the beta program to gain insight into the interoperability of Nielsen’s platform which is designed to simplify and enable the addressable TV buying and selling process by unlocking national inventory impressions at scale. In addition, it will help manage the company’s addressable TV inventory, leading to additional commercial opportunities. For marketers, addressable impressions will deliver increased opportunities to reach consumers with more targeted advertising. To help further facilitate future transactions, the company will provide advertisers with both linear and addressable TV impressions using a single platform and measurement source.
Addressable TV has long been hailed as the future of television advertising, bringing digital’s targeting, data and control to television’s unrivaled reach and impact. Nielsen’s Addressable TV solution enables TV networks, for the first time, to independently control and operate addressable campaigns at scale across their vast premium video inventory — changing the dynamic around addressable and enabling it to reach full scale while creating an ecosystem where marketers can maximize their TV ROI. This is Nielsen’s latest step in delivering a comprehensive solution that works for the entire media ecosystem — from broadcasters to agencies and advertisers to consumers. Nielsen announced the launch of its Addressable TV Platform beta program with seven leading broadcasters earlier in the year.
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
ABOUT UNIVISION As the leading Hispanic media company in the U.S., Univision Communications Inc. entertains, informs and empowers U.S. Hispanics with news, sports and entertainment content across broadcast and cable television, audio and digital platforms. The company’s top-rated media portfolio includes the Univision and UniMás broadcast networks, as well as cable networks Galavisión and TUDN, the No. 1 Spanish-language sports network in the country. Locally, Univision owns or operates 65 television stations in major U.S. Hispanic markets and Puerto Rico. Additionally, Uforia, the Home of Latin Music, encompasses 58 owned or operated radio stations, plus 89 affiliates, a live event series and a robust digital audio footprint. The company’s prominent digital assets include Univision.com, streaming service Univision Now, the largest Hispanic influencer network, and several top-rated apps.
Gorki De Los Santos