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Univision Caves on Nielsen Index

Four major buyers of Hispanic media confirm that Univision sold much of its upfront inventory based on the Nielsen Hispanic Television Index, rather than the Nielsen Television Index.

Carl Kravetz, president of the Association of Hispanic Advertising Agencies, said “I think that everyone kind of bowed to the inevitable.” AHAA previously took the unusual step of publicly calling upon Univision to do sales based on NHTI for the current upfront.

In an interview in the May 15 issue of Multichannel News, co-president of sales Dennis McCauley said Univision considered NTI to be “the more accurate, better service,” adding that it would “mitigate the segmentation of our [Spanish-language] market into a niche market.”

However, McCauley conceded at the time that “if an advertiser absolutely, categorically wanted to use NHTI, we would do NHTI.”