Nielsen and KYPK & KWYT Yakima Spanish-language Stations Reach Long Term Agreement for Local TV Measurement Services

New York, NY — March 11, 2021 — Nielsen (NYSE: NLSN) and KYPK and KWYT Yakima stations today announced an agreement under which Nielsen will provide the Spanish-language stations with local TV measurement services. Hispanavisión, LLC owns stations KWYT and KYPK, which are affiliated with Estrella TV and Azteca America networks, respectively.

As a Latino General Manager of KYPK & KWYT, Orson Bevins recently assumed ownership of Hispanavisión Televisión. His father, Ron Bevins, founded the company in 1990 to serve a rapidly growing Hispanic community in Central Washington state and Yakima, specifically. 

“Early on, we recognized a need for local broadcast TV stations to serve the Hispanic community in Yakima, WA,” said Bevins.  “Our company was the first to fill this critical role in the state. As that community has grown over the past three decades, we have affirmed our commitment to provide programming and advertising that speaks to our community and the advertisers that serve it. Leveraging Nielsen’s data and insights, especially its accurate representation of Hispanic households, will help us to further achieve these goals. By teaming up with Nielsen, we’re affirming our commitment to maintaining a leadership posture in our television market.”

"Hispanavisión在提供多样化和高质量的西班牙裔节目方面处于领先地位，我们很高兴能与他们合作，为他们的成功提供受众测量服务，"尼尔森本地执行副总裁兼董事总经理凯瑟琳-赫科维奇（Catherine Herkovic）说。"尼尔森是唯一一家能够提供真正的个人水平测量以捕捉不同受众的公司。作为我们对客户承诺的一部分，我们与地方电视台合作，确保每家电视台都拥有实现其业务目标所需的工具，并在市场上获得有价值的地方受众。

尼尔森本地电视全面测量美国所有208个市场的电视观众，为节目制作者和购买者提供完整的数据和洞察力，以推动积极的商业成果。尼尔森的投资和创新不断改变着本地电视的测量方式，它也是唯一一家能够直接测量付费电视家庭、无线家庭和虚拟 MVPD 线性流的受众并提供全面报告的公司。