Nielsen//NetRatings Inc. signed a five-year agreement with media owner Univision Online Inc. to build an Internet audience measurement panel to improve the tracking and analysis of online behavior among Hispanics in the United States.
Univision.com is the country's most-trafficked Spanish-language site and is a sibling to the TV channel of the same name.
The panel will be based on random digital dial methodology, with NetRatings deploying its strategy to a representative panel of 3,600 Hispanic individuals. The sample will be included in the current Nielsen//NetRatings panel that represents the U.S. online universe.
NetRatings said the panel will offer demographic information on Hispanic Internet users. It will serve the needs of media buyers, planners, publishers and marketers targeting online U.S. Hispanics, the nation's fastest-growing ethnic segment.
Partnership with Univision, NetRatings' first client for this panel, will help. Nielsen Media Research first struck a relationship with that company in 1992 to benchmark U.S. Hispanic television ratings.
The panel will begin in the fourth quarter. The syndicated research will be sold to any interested company.
