AHAA’s Position on…
Nielsen Television Index (NTI)
The Association of Hispanic Advertising Agencies representing 85 member agencies and more than 90 percent of the approximately $5 billion spent on advertising to the US Hispanic market supports NTI; a single-source reporting tool to measure total audience viewership of both Spanish- and English-language media. Proper reporting is vital and enables Hispanic advertising agencies to deliver optimum media plans and investment recommendations for their clients. AHAA embraces and supports the steps that Nielsen has taken to introduce NTI and appreciates Nielsen’s realization of the original vision nearly 12 years ago to create one measurement tool for both Spanish- and English-language media.
The move from NHTI to NTI will help validate the reach and impact of Spanish-language television against other networks and we believe may attract more marketers to invest in advertising to the Hispanic market. Corporate marketers will no longer be able to ignore the power of the US Hispanic population and the incredible business potential the segment represents. In order for a significant shift in spending to occur, however, marketers must begin to think about marketing in terms of the total market including ethnic audiences rather than just the general market.