News (Noticias) Tagged ‘Nielson’

According to a special report on the travel industry published this week by Hispanic Market Weekly, the leading authority on U.S. Hispanic marketing and media, marketers continue to aggressively pursue the fast-growing Latino consumer while now developing plans to reach an emerging subgroup — the business and affluent Latino leisure traveler. The report shows airlines leading the travel industry in spending. Through the first three quarters of 2007, the top 10 airlines invested just over $19 million in Spanish-language advertising, with the majority ($12.5 million) going to Spanish-language network television. The top investor over the same period was Southwest Airlines at $11.8 million, as tracked by Nielson Monitor-Plus.”*

Recently, Nielson adopted a new metric for websites, Time Spent on Site, dropping Page Views (articles here and here). Now this may mean something to some of you or not, but it intrigued me and is a pretty big deal for websites. You see last week, I changed my Mero Mero sponsorship level from annual to daily to try something new and because of this I thought I would look into what this metric showed for HispanicTips. I went straight to Google Analytics for all the numbers used in the calculations below as I have been using it as my main web statistics package for quite a while now. Since I was thinking in terms of the Mero Mero sponsorship, I calculated by day and week and called the resulting number ‘Exposure Time.’ To put it mildly, the results surprised me.

• Average Business Day Exposure Time: 148.8 HOURS
  I calculated that there were 1880 average visitors per business day last week (7/16/07 to 7/20/2007) multipled that by 4.75 minutes (4:45 average time on site per visitor for this period) to come up with 8,930 average minutes per day visitors spent on HispanicTips that comes out to 148.8 hours per day of visitor viewage/usage. 148.8 hours of exposure time is like getting 17,860 30 second commercials but instead of 17,860 people seeing your 30 second commercial only once, it would be as if 1880 people saw your commercial 9.5 times.
• Weekly Total Exposure Time: 884 HOURS
  I saw that HispanicTips had 11,430 visitors for a week (7/16/07 to 7/22/2007) and multipled that by 4.65 minutes (4:39 average time on site per visitor for this period) to come up with a total of 53,010 minutes per week visitors spent on HispanicTips that comes out to 884 hours of visitor viewage/usage per week. 884 hours of exposure time is equivalent to 106,020 30 second commercials but instead of 106,020 people seeing your 30 second commercial only once, it would be as if 11,430 people would see your commercial 9 times.
• Average Exposure Time Per Pageview: 2:24 minutes
  For the Average Business Day (7/16/07 to 7/20/2007) there was an average of 4.75 minutes (4:45 average time on site per visitor for this period) dividing this by 1.95 Average Pageview per Visit cones out to 2.4 minutes of Average Exposure Time Per Pageview Per Business Day. For the week 7/16/07 to 7/22/2007 there was an average of 4.65 minutes (4:39 average time on site per visitor for this period) dividing this by 1.93 Average Pageview per Visit comes out to 2.4 minutes for Average Exposure Time Per Pageview over a week.
• How much is 148 or 884 hours worth of Exposure Time to a national Hispanic y Latino audience worth i.e. a Mero Mero sponsorship?
  How about only $100/day and $500/week. This is a steal especially since this level offers 2 big images on every page (a 728×90 graphic at the top and a 120×600 graphic in the right hand column) plus a large graphic in the newsletter that goes out to an additional 1500 people.
• For OrO Sponsorships this means:
  That on average each time when your image/ad or name appears on HispanicTips, it will be visible for 2:24 minutes or almost 5 30 second commercials worth of time.So even if your ad is displayed only once a day over a year your ad would be viewed (based on the above average) for 876 minutes or 14.6 hours that is equivalent to 1,752 30 second commercials all for between $100 and $500.

I have compared web ads to commercials and although I know that this isn’t a perfect analogy, you get the idea. I can’t imagine how I would compare this to an ad in a print publication, a press release or other forms of advertising.

Tomás

“The League of United Latin American Citizens LULAC was quick to criticize FCC Chairman Kevin Martin for his continued advocacy of cable í  la carte, in this case during a Senate Commerce Committee oversight hearing Thursday, saying his “dogmatic pursuit” of the issue could be disastrous.
“While consumers have enormous choice among channels, they have little control over how many channels they are able to buy,” Martin told the legislators. “For those who want to receive 100 channels or more, today’s most popular cable packages may be a good value. But according to Nielson, most viewers watch fewer then two dozen channels. For them, the deal isn’t as good.”"

“The Greater Dallas Chamber will present a new panel discussion entitled “Marketing to the Hispanic Consumer.” A representative from Spanish newspaper Al Dí will moderate the panel discussion.

The panel will feature Juan Faura, President and CEO of Cultura, an advertising firm specializing in the Hispanic consumer; Dr. Edward Rincón, President of Rincón and Associates, a marketing and research company which focuses on Latinos in the Dallas/Ft. Worth area, Professor of Hispanic Marketing at SMU; Doug Darfield, Senior Vice President of Hispanic Services at Nielson Media Research; and Eddie Reyes, Host of Latino Business Hour on Bizradio 1360 and HUB Coordinator for the University of North Texas.”

“More than two dozen puppies were seized from a motorist who tried to smuggle them into the United States from Mexico under the front seat of a minivan, authorities said Wednesday.

Many of the 28 puppies were infested with parasites, dehydrated, and too weak to stand, said Dawn Danielson, director of the San Diego County Department of Animal Services. None have died - yet.

“It’s going to be touch-and-go for a lot of these puppies,” Danielson said.”

“As an update to a previous press release, Oxxo Films has released its much-anticipated film, “Esperanza,” in DVD format. This title is the fourth installment of the film collection promoting Latina women entitled, “Confessions of Latina Women.” The “Esperanza” film release comes on the heels of the award winning film, “Teresa.” Recently, “Teresa” garnered a high Nielson rating in the Los Angeles DMA.

Management was not satisfied with the final version of the film and held up the release date pending several post-production changes which included the addition of English subtitles. These changes will help promote a crossover to English-speaking viewers especially second and third generation Latinos. “The film has broad audience appeal and our goal is to reach all Latino segments including those who do not speak Spanish but want to remain connected to their culture” states Adam M. Valdez, CEO for Oxxo Films. “