Telemundo Partners With IAG, Nielsen

NEW YORK Telemundo has become the first Spanish-language TV network client of IAG Research, which began measuring viewer response to all prime-time Spanish-language ads and programs on the major Hispanic TV nets since August 2007.

“As the media landscape rapidly evolves, understanding the exceptional value we bring to our clients is essential to building partnerships and the future of our business,” said Don Browne, Telemundo president.

At the same time, Telemundo said it has restructured and added capabilities to its research facility at Universal City Walk in Los Angeles. Called the Pulse Research Center, it is equipped with assorted Nielsen Co. equipment for focus group testing and touch-screen survey data collection, including Webcam and video clips, interview capabilities and linkage with Nielsen Viewercast in 15 research sites across the country.

As previously reported, Telemundo at this facility will also offer eye-tracking and brain measurement research technology relating to TV commercials and programming through an agreement with Nielsen.

Adweek and IAG are both units of the Nielsen Co.