Nielsen’s suite of services, including local TV measurement, Nielsen Local TV View, Arianna, and more, provides Estrella with a complete picture of local viewers
New York – Jan. 13, 2022 – Nielsen (NYSE: NLSN) and Estrella Media Inc., a leading Spanish-language media company and one of the largest U.S. producers of Spanish-language video and audio content for multiplatform distribution worldwide, announced a multi-year renewal for local TV measurement. In addition, Nielsen will provide a comprehensive suite of analytics and performance services for Estrella’s stations in Dallas, Denver, Chicago, Houston, Los Angeles, Miami, Phoenix and San Francisco.
Estrella will have access to Nielsen’s Local TV View (NLTV) and Nielsen’s Arianna services across these eight major markets. Arianna is a powerful analysis tool that provides program performance reports on an overnight basis, in addition to trending programs and time periods in their markets. With NLTV, Estrella will have the capability to analyze household and persons-level data in custom geographies that align with an advertiser’s customer base using a wide range of demographic analysis.
Estrella will also leverage Nielsen’s sales activation program to grow its advertising revenues. That allows Estrella to tap into the power of NLTV, ad spend data from Ad Intel, lifestyle and consumer data from local market research with Nielsen Scarborough, and ultimately bring together powerful data sets using the analysis technology of Nielsen Rhiza to fully demonstrate value to advertisers.
“Estrella, like every media company, seeks full measurement of our audiences, and we are pleased to continue working with Nielsen to ensure every user, viewer, and listener is fully counted,” said Steve Mandala, Chief Revenue and Local Media Officer for Estrella Media. “As our audience continues to grow, it is valuable for us to access the full suite of Nielsen’s measurement tools. While important to all broadcasters, it is especially relevant to Spanish language stations as over-the-air penetration among Hispanic households often doubles that of the general market.”
“Estrella’s commitment to ensuring Hispanic representation is unwavering, and we are excited to empower them in developing data-driven growth strategies, to better showcase their value to advertisers,” said Catherine Herkovic, EVP, Managing Director, Nielsen Local TV. “The importance of capturing viewing from over-the-air homes is further demonstrated by the comprehensive measurement that Estrella will utilize to meet the needs of their audiences and advertisers.”
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.
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About Estrella Media Inc. Estrella Media is a leading Spanish-language media company and one of the largest U.S. producers of Spanish-language video and audio content for multiplatform distribution worldwide, with a library of over 20,000 hours of original video content. Estrella Media’s content studio feeds all its digital and linear media platforms, including: EstrellaTV, its national broadcast television network that is seen in over 40 million U.S. households on 17 owned or operated stations and over 30 affiliated stations, as well as through cable and satellite providers and digital streaming platforms; Estrella News, the first 24/7 Spanish-language multiplatform digital news network in the U.S.; and Estrella Games, the first 24/7 curated Spanish-language game show channel in the U.S. In 2021, Estrella Media’s digital content surpassed one billion viewership minutes. To learn more about Estrella Media and to see company updates, please visit Estrella Media at estrellamedia.com, and follow us on Twitter @Estrellamedia_, Facebook @Estrellamediainc, and LinkedIn @Estrella Media, Inc.