Telemundo Announces Research Initiatives

MIAMI, May 1: Telemundo
Communications Group has unveiled a new research facility at Universal City
Walk in Los Angeles, and has become the first Spanish-language network client
of IAG Research.

By signing on to IAG,
Telemundo is able to introduce nationwide engagement and ad performance metrics
to provide its clients with a more targeted level of quantifying their ad
message effectiveness against the largest sample—18,000—of
Hispanics.

“As the media landscape
rapidly evolves, understanding the exceptional value we bring to our clients is
essential to building partnerships and to the future of our business,” said Don Browne,
the president of Telemundo. “Telemundo has embraced research as a way to know
our audience and to bring insights that produce solutions in an increasingly
complex environment.”

Meanwhile, the Pulse
Research Center is a research facility at Universal City Walk in Los Angeles
that is equipped with Nielsen’s latest digital, online dial equipment for focus
group testing and touch-screen survey data collection. “With this new digital
laboratory partnership with Nielsen, Telemundo continues to evolve with the
industry landscape by implementing the latest digital technologies for more
targeted, precise and solution-based research analysis in both quantitative and
qualitative levels,” said Millie Carrasquillo, the senior VP of research at
Telemundo. “While we have undertaken a major investment to secure the IAG
measure and launch Pulse, we believe our efforts will produce a more
collaborative relationship with our clients for a win-win result for this
upfront. We continue in our commitment to bringing proven as well as new ways
of analyzing the TV marketplace to better serve our clients, boost our revenue
and grow Spanish-language TV.”

—By Mansha Daswani