Nielsen and Todobebe Join Forces to Reach U.S. Hispanic Families

The Nielsen Company and Todobebe, Inc. today announced an agreement to collaborate and provide key measurements for Todobebe’s upcoming Viva la Familia Fiestas, a national celebration of motherhood and the Hispanic family organized by one of the world’s leading Hispanic parenting brands.

As part of the agreement, Nielsen will provide Todobebe and participating advertisers with audited data about the event hosts and the guest participants. Todobebe will also promote The Nielsen Company and its services for Hispanic ratings participation among its Viva la Familia Fiestas audiences.

Todobebe is the global leader in providing Spanish language parenting content via TV, radio, online, print and in-home Viva la Familia Fiesta celebrations. Through this agreement, Nielsen and Todobebe will also explore ways to seek ongoing input from clients and consumers and to develop new and enhanced metrics for measuring advertising exposure among Hispanic audiences.

Celebrating the Hispanic family, the Todobebe Viva la Familia Fiestas feature a sixty-day media campaign generating over 30M consumer impressions via national TV, radio DJ endorsements, online promotions and direct mail. National PR activities include special celebrity appearances with Todobebe hosts Aracely Arambula, Karen Martinez and Jeannette Kaplun and center around making “family miracles” happen. These events, coupled with promotional sweepstakes and contests, generate buzz before, during and after the parties.

On the day of the event, April 26, 2008, 10,000 celebrating moms will hold simultaneous parties for over 100,000 of their friends and family members. Together, the united parents will create the largest known party held on a single day in over 150 cities, specifically dedicated to celebrating the Hispanic family.

“This relationship presents an opportunity for both companies to leverage their respective strengths in order to reach and measure this dynamic and growing market, “said Cynthia Nelson, Todobebe’s Chief Operating Officer.

“As Nielsen continues to grow its measurements of the Hispanic consumer, part of our mission is to inform the community about who we are, what we do and the importance of accurately measuring television viewing behavior,” said Monica Gil, Vice President of Communications and Community Affairs, The Nielsen Company. “Our agreement with Todobebe will have an important role in strengthening and expanding our relationships with the Hispanic communities.”"

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