Monday, November 21, 2005

Nielsen Fajitas con Arroz y Frijoles .... (listening to Let It Bleed)

Pues ... the corniest commercial I ever saw was on Spanish TV ... there was a middle aged sancho cruising the calles in his old bomb which had a cracked and filthy windshield ... he sees a fox in pink heels and cruises over to catch a glimpse and tail ... she turns and smiles only to show her unattractive manly features ... this was for a windshield company ...

Chingow ... it's been these bizarre comercials and the pinche lover novelas that has kept Spanish TV stations like Telemundo on the air for twenty years ...

But some researchers think the Nielsen ratings feeding these stations are funnier than any Cantinflas episode or corny Spanish commercial ... "Spanish TV viewing is overrepresented and English TV viewing is underrepresented, thus giving marketers, networks, Wall Street and other entities the false impression that U.S. Latinos “prefer” Spanish TV" .... reads "Change The Sample" website ...

Hispanic Business reports that AIM Tell-A-Vision Group (AIM TV) has developed the "Change The Sample" initiative to convince Nielsen Media Research, Inc. to change its current language stratification method of monitoring U.S. Hispanic viewing to a more accurate method based on nativity (location of one's birth, i.e., U.S. Born or Foreign Born).

According to Robert G. Rose, CEO of AIM TV, "No one is arguing the popularity of Spanish TV among foreign born Latinos, but realistically, the U.S. Latin market is currently 60% U.S. born (growing to 75% U.S. born), with a median age of 18 and these young people, (currently 25 million of them), just don't relate to imported Spanish TV programming. Research study after research study backs this up, yet Nielsen ratings suggest the opposite.

AIM TV also says misleading Nielsen ratings lead to ... (a) bad markeing models - over 90% of all Hispanic marketing is targeted to Latinos through Spanish-language media, though this largely caters to only 40% of all U.S. Hispanics ... (b) underrepresentation on English language TV - Latinos represent less than 6% of ALL characters on primetime network English language broadcast television.

Click onto Nielsen aqui and see their top Programs Among Hispanics for the Week Nov. 7 ... first is Contra Viento Y Marea followed by Esposa Virgen ... anyone ever catch La Baby Sister? ...

1 Comments:

At 9:35 AM, Anonymous Anonymous said...

One even sees political ads aimed at Latinos on Spanish TV. What's needed are Splanglish commercials and ads on English channels.

 

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