SAN DIEGO, Nov. 17, 2016 /PRNewswire/ -- Nielsen, a global leader of information on what consumers watch and buy, and Culturati Research & Consulting (Culturati), a cross-cultural market research firm and thought leader, have launched the fusion of the Culturati Hispanic Segmentation to Nielsen's National People Meter panel. This collaboration combines Nielsen's "watch" data with Culturati's groundbreaking Hispanic Segmentation. This exciting fusion delivers television viewing data joined with advanced Hispanic knowledge that uncovers cultural attitudes and core values that fully texturize viewership behavior - helping elevate marketing and media strategies! The fusion of Culturati's Hispanic segments with Nielsen's People Meter panel provides valuable information about high interest programs as well as co-viewing patterns among key Hispanic segments. For example, as shown in Exhibit 1, co-viewing is highest among the segments with a stronger Hispanic-centered cultural mindset. Along with isolating popular programs, accessing Culturati's Hispanic segments through Nielsen's NPOWER ® provides a way to improve schedule optimization and increase efficiency and optimization of spend.
"Culturati's Hispanic Segmentation fused to viewing from Nielsen's People Meter panel brings advanced knowledge and insights that help optimize marketing plans and identify opportunities based on existing and emerging television viewing habits," said Marissa Romero-Martin, Chief Insights Officer at Culturati. "The Hispanic segments, Latinistas, Heritage Keepers, Savvy Blenders and Ameri-Fans, certainly share some viewing behaviors, but differ widely in their overall genre and network preferences," she added. The importance of U.S. Hispanics has been heighted by the increase in their buying power and TV viewership. According to Nielsen, in comparison to the rest of the U.S., in the last decade U.S. Hispanics grew from 15% to 17% of TV households. This increase emphasizes the continued importance of TV viewing among Hispanics, despite the increase in digital media consumption for the total market. 1 The Culturati Hispanic Segmentation fusion is available in Nielsen's NPOWER® solution or ad-hoc reports.