TelevisaUnivision and Nielsen Secure Measurement Deal Ahead of Upfront

TelevisaUnivision and Nielsen say their new deal measures up.

Today, TelevisaUnivision and measurement giant Nielsen announced a new multi-year measurement and data agreement covering TelevisaUnivision’s portfolio. That includes national and local broadcast, cable, streaming, and radio. TelevisaUnivision will also use Nielsen’s suite of media intelligence tools. 

“Measurement continues to evolve, and it is critical that it accurately reflects the scale, value, and influence of Hispanic audiences across platforms. We are pleased to continue working with Nielsen to support cross-platform measurement and to help ensure that brands and agencies can fully understand the audiences we reach every day,” Tim Natividad, president of U.S. advertising sales and marketing at TelevisaUnivision, said in a statement.

Meanwhile, Amilcar Perez, Nielsen’s chief revenue officer, noted that the measurement company has unique capabilities to help grow TelevisaUnivision’s business. Among the services included in the deal, TelevisaUnivision will have access to advanced audiences, ad-supported streaming platform ratings, Nielsen ONE ads for connected television, and national out-of-home expansion.

“We will continue supporting TelevisaUnivision with cross-platform measurement and media intelligence designed to help them understand and demonstrate the value of their massive audiences across all platforms,” Perez said.

The deal was coming down to the wire. Upfront negotiations are already starting. Plus, upfront week, where the major publishers, including TelevisaUnivision, make annual presentations to the ad community, is around a month away.

Ahead of the agreement’s announcement, multiple buyers told ADWEEK that, sans a Nielsen contract, they would’ve had to lean more on alternative measurement and currencies, including VideoAmp and Comscore, to get deals done with TelevisaUnivision.

The deal is the latest agreement Nielsen has wrapped ahead of the upfront, with the company also finalizing a deal with A+E Global Media in March.

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