Hispanic Nets Counting on Set-Top Data

摘要

Hispanic television networks unrated by The Nielsen Co. are looking to use set-top-box data as a new language when talking to media buyers and advertisers. Many advertisers and agencies will not buy networks that don't offer some sort of measurement, and most Spanish-language networks are too small-or can't yet afford-to subscribe to Nielsen.rnA solution for unrated networks emerged in June at a meeting of the MPG Collaborative Alliance, an industry forum for hashing out new video advertising technologies run by Mitch Oscar, MPG's executive VP for televisual applications. The coalition's set-top-box think tank presented a way to compare the set-top-box information on an unrated network and its rated competitors to create a national viewership number that might be acceptable to buyers.