Nielsen Telenovela Debuts in Chicago

Nielsen Telenovela Debuts in Chicago

Puerto Rican Cultural Celebration Sets the Stage

CHICAGO, July 30 /PRNewswire/ -- The Nielsen Company launched their summer Hispanic consumer engagement initiative with the premiere of their "telenovela", an innovative approach to demonstrating and informing consumers about the Nielsen Local People Meter technology at the Fiestas Puertorriquenas event in Humboldt Park, Illinois.

"Our goal is to continuously improve and innovate the nation's television rating system," said Patricia Andrews-Keenan, vice president of communications and community affairs at The Nielsen Company. "That requires a strong effort from our company to inform the communities we serve on the importance of participating as a Nielsen home and how their opinions can help determine what actually appears on television," she continued.

FCG Latino, a division of Flowers Communications Group, created this new strategy for the Chicago Hispanic market in which Nielsen takes a fresh approach to inform consumers about what Nielsen does, how sample households are randomly selected, and demonstrate the Local Meter People process. Local People Meter technology was introduced in the Chicago market in 2004. Latino households represent 9.8 percent of the Chicago DMA and constitute 10.5 percent of the Nielsen sample. "Leveraging the appeal of telenovelas among Latinos and utilizing that interest as a platform sets the stage to showcase the Nielsen process," says Joseph Nebolsky de Ochoa, senior vice president for FCG Latino.

At the recent event, a 20 x 20 traditional outdoor booth was transformed into a domestic tableau. A living room set was the backdrop for local actors to perform and play the role of a randomly selected Latino household receiving a visit from a Nielsen representative. Staying true to telenovela-style, the melodramatic performances engaged the audiences throughout the two-day festival. The Nielsen telenovela will next be featured in the upcoming Fiestas Patrias event in September.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.

Source: The Nielsen Company

CONTACT: Patricia Andrews-Keenan, The Nielsen Company, +1-312-385-6505;
or Gigi Ybarra, FCG Latino, +1-312-986-4573

Web site:

http://www.nielsen.com/

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