U.S. Born Latinos Missing From Nielsen Sample

“AIM Tell-A-Vision Group (AIM TV), the pioneering company producing culturally relevant television for U.S.-born Latinos announced an initiative to convince Nielsen Media Research, Inc. to change its current language stratification method of monitoring U.S. Hispanic viewing. AIM TV contends the current methodology of Hispanic audience measurement is skewed towards foreign-born Hispanics who prefer Spanish language television and that a more accurate measurement weighted by nativity (the location of one’s birth, i.e., U.S. Born or Foreign Born) is needed.

AIM TV claims the impact of Nielsen’s outdated statistical model is far reaching, resulting in little English language television targeted to the nation’s largest minority and fewer roles in general for Latinos in front of and behind the camera. They cite a recent Screen Actors Guild report on diversity, where Latinos represented less than 6% of all primetime characters on TV despite making up over 14% of the population.”

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