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NEW YORK This year’s upfront is the most complicated in television history, but the general market and Hispanic market are taking decidedly different approaches to incorporating new ratings from Nielsen Media Research in the annual ad market.
The general market will be using two sets of new data from Nielsen, including commercial ratings that were issued for the first time last month and relatively new DVR ratings. Together, these ratings are shifting the focus of negotiations from viewers who watch programs to people who watch commercials either live or in DVR playback.
By all accounts, Hispanic agencies and Spanish-language networks will mostly sit on the sidelines as the general market transitions to this new data.
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