TelevisaUnivision taps Nielsen One for audience measurement

Starting next year TelevisaUnivision will be using Nielsen’s forthcoming audience measurement and planning platform across the company’s linear and digital TV offerings, as well as its ViX streaming service.

The new multi-year deal for Nielsen One, which begins in January 2023, encompasses TelevisaUnivsion’s national, digital, local and audio affiliates. TelevisaUnivision is home of more than 36 Spanish-language cable networks, and its portfolio includes Univision and UniMás broadcast networks in the U.S. It also owns and manages 59 TV stations across the U.S. and has 57 owned or operated U.S. radio stations. Along with Nielsen One, the Spanish-language media company is tapping the Nielsen Marketing Cloud and Gracenote’s Advanced Discovery suite.

Nielsen said its cross-platform tools will give TelevisaUnivision insight into campaign metrics and content viewing across all screens and devices to help optimize advertiser campaigns.

In a statement Nielsen CEO David Kenny highlighted a deduplicated audience view, with Nielsen using big data validated by persons-level panel for representative audiences.

“As an early adopter of Nielsen ONE, we are excited for TelevisaUnivision to truly unlock the power of representative, cross-media measurement and optimization with advanced audiences to support their growth," Kenny stated. "We're committed to delivering solutions that provide a consistent, comparable and deduplicated view into audience and content consumption, with inclusion and representation at its core."

According to Nielsen, its platform will give TelevisaUnivision granular data with advanced audiences beyond age and gender to help better deliver targeted Hispanic audiences to Spanish-language media. The Gracenote capabilities, meanwhile, will enhance personalized discovery on TelevisaUnivision’s platforms, with the aim of deeper content engagement.

Nielsen’s full launch of the Nielsen One platform is expected in December, with enhancements disclosed over the summer as the vendor shifts towards impressions-based measurement. It’s recently signed on Roku and YouTube for products. Roku is tapping the vendor for four-screen deduplication capabilities that are available in the Nielsen Total Ad Ratings product, and a step toward Nielsen One. YouTube in August said it would provide advertisers CTV inventory audience guarantees based on Nielsen Digital Ad Ratings (Tubi and Roku are among others also leveraging DAR).

Its new cross-platform Nielsen One product is officially coming to market as the company continues work to regain industry TV ratings accreditation, which were suspended by the Media Rating Council in 2021 over potentially inaccurate data. When the Nielsen One platform launched in its first iteration Alpha version, Disney and Magna were among those testing the platform.

In Tuesday’s announcement, TelevisaUnivision CEO Wade Davis said Nielsen has been a trusted source for measurement.

"Nielsen has long been a trusted source of audience measurement and continues to innovate as the industry evolve,” Davis commented. “As we continue to expand our portfolio across platforms and new geographies, we're excited to work with Nielsen to help build the next generation of media measurement that is representative of audiences everywhere."

In addition to linear TV, TelevisaUnivision has its ViX streaming service – which over the summer launched a premium ad-free version of the Spanish-language SVOD, ViX+. ViX+ debuted with distribution on Sling TV, Dish TV, and Amazon Prime Video Channels.

For Nielsen, TelevisaUnivision is a major media customer leveraging it platform as the vendor faces more competition in the measurement space.

Earlier this month Fox announced it’s using Innovid to measure viewership across its media portfolio, including fee ad-supported streaming TV service Tubi, while previously enlisting Comscore to help target local TV ads. Conviva and measurement company iSpot also teamed up to integrate data for a unified cross-platform ratings product to measure ads and programming together – with NBCUniversal one of the companies signed on so far.