Telemundo has become the first Spanish-language TV network client of IAG Research, which began measuring viewer response to all prime time Spanish-lanaguage ads and programs on the major Spanish-language TV networks 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 announced that it has restructured and added capabilities to its research facility at Universal City Walk in Los Angeles, calling it the Pulse Research Center, which is equipped with assorted Nielsen Co. digital, on-line dial equipment for focus group testing and touch-screen survey data collection, including webcam and video clips, interview capabilities and linage with Nielsen Viewercast in 15 research sites arcoss the country.
As previously announced, 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.
Mediaweek and IAG are both units of the Nielsen Co.