Nielsen Media Research and the William C. Velasquez Institute (WCVI) have formed a research alliance designed to enhance Nielsen’s ability to more successfully measure television viewing habits among Latinos in the United States.  The agreement, announced today, establishes a hands-on, ongoing, collaborative research program in which an academic team of nationally recognized Latino social scientists will evaluate Nielsen’s measurement services and make recommendations.

The academic team’s work – analyzing system designs, sampling, recruitment and training – will be coordinated through the joint effort of Nielsen Media Research and WCVI, the nationally recognized Hispanic policy and research organization.

The team of researchers includes Dr. Max Castro (Professor of Sociology, Florida Atlantic University, Boca Raton, Florida), Dr. Henry Flores (Dean of the Graduate School, St. Mary’s University, San Antonio, Texas) and Andrew Hernandez (Professor of Leadership, St. Mary’s University). Dr. Paul Lavrakas, Vice President of Methodological Research, will head this initiative for Nielsen

Nielsen is confident that its work with these highly respected researchers will enhance Nielsen’s ability to more accurately measure the television viewing behavior of a highly diverse and rapidly growing Latino community.

Nielsen will, of course, share all research findings and recommendations with clients.  Any implementation or changes in methodology, processes or services will be subject to the normal client notifications and MRC accreditation processes.

Nielsen’s work with the Velasquez Institute is separate from that of the Independent Task Force on Television Measurement, created in April and headed by former Representative Cardiss Collins (D-Ret.).  The Task Force is expected to complete its work and issue a final report early next year.  The Task Force was created to review and analyze Nielsen’s recruitment and sampling methodologies, with a particular focus on people of color.  The Task Force is comprised of 20 well-respected leaders in community affairs, government relations and the fields of advertising, communications, media and research.