Starting next month, MTV Tr3ìs will be measured by the Nielsen Hispanic Television Index.
The bilingual network, which targets bicultural Latinos ages 12 to 34, now reaches some 6.2 million of Latino households, or 51% of the U.S. Hispanic TV household universe. The hybrid service, which counts both cable and broadcast station distribution, is designated as a “limited coverage Spanish-language network” by Nielsen, because it reaches less than 70% of Hispanic TV households.
As such, MTV Tr3ìs’ ratings will be derived from the Hispanic sub-sample of Nielsen’s National People Meter panel. About 1,300 Hispanic households are included in the Hispanic sub-sample.
On August 27, Nielsen announced that it was retiring its National Hispanic People Meter panel, a separate Hispanic-only sample established in 1992, and that it would be using the larger National People Meter sample for all national television ratings reporting. The NTIH service draws upon Hispanic panelists in the National People Meter sample.
“Nielsen is the industry's leading television measurement system and partnering with them is one more step we are taking to demonstrate MTV Tr3s’s strength in connecting with the underserved, fast-growing and highly-influential Hispanic youth segment,” said Lucia Ballas-Traynor, the network’s senior vice president and general manager, in a statement.
On Sept. 27, MTV Tr3s will celebrate the one-year anniversary of its relaunch from MTV en Espanol, which largely has been a Latino-targeted music service. At the stage, the channel reached some 2.8 million U.S. Latino households.
All told, MTV Tr3s, which has affiliate contracts with Comcast Corp., Cablevision Systems Corp., Charter Communications Corp., Time Warner Cable, DirecTV and EchoStar Communications Corp.’s Dish Latino service and carriage on low- and full-power TV stations, counts 31.9 million TV households.
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