New tool gauges Hispanic ads effectiveness

April 09, 2008 Univision Communications on Wednesday unveiled a new research tool that it developed in conjunction with Nielsen, which it plans to use in this year's upfront to sell advertisers on the benefits of advertising on its Hispanic broadcast network. Called the Nielsen Homescan Fusion Project, data from the service, which will be made available to all clients, aims to show how spending ad dollars on Hispanic television can improve an advertiser's return on investment. Nielsen Media Research people meter TV viewing data in that same market can also be gathered by demographics.

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