Nielsen Forms Latino Advisory Council

NEW YORK Nielsen has formed a national Hispanic/Latino Advisory Council to help the research company recruit, measure and accurately report on Hispanic TV households. The first meeting of the independent advisory group is March 4 in New York.

“The U.S. Hispanic population has grown 19.4 percent in the last five years, and by 2050 it is estimated that one in every four people in the U.S. will be of Hispanic descent,” said Ernest Bromley, president and CEO of Bromley Communications, one of 11 members of Nielsen’s HLAC.

Other members of the HLAC are: Jenny Alonzo, evp, marketing, brand of Mio.TV; Juan Andrade, president and executive director of the United States Hispanic Leadership Institute; David Hayes-Bautista, professor of medicine and director of the Center for the Study of Latino Health and Culture at the School of Medicine, UCLA; Jose del Cueto, CEO of Del Cueto Media Group; Guarione Diaz, president and CEO, Cuban American National Council; Henry Flores, senior policy analyst, William C. Velasquez Institute; Luis A. Miranda Jr., managing partner of the MirRam Group; Lillian Rodriguez Lopez, president of the Hispanic Federation; Catherine Pino, co-founder and principal of D&P Creative Strategies; and Susana Valdez, chief of staff to Mayor Manny Diaz, City of Miami.

The HLAC is the most recent quality initiative Nielsen has undertaken to improve how it measures the fastest-growing national segment of the population. Last year, Nielsen established a relationship with the William C. Valasquez Institute, which worked with Nielsen to analyze all aspects of Nielsen’s measurement system, including its design, sampling, recruitment and field training.