Telemundo and Univision enter agreement with Nielsen

Telemundo Group, Inc. and Univision Holdings, Inc. have signed a multi-million dollar contract with Nielsen Media Research for development of a national Hispanic television rating service using people meters.
The service will be launched later this year with a pilot in Los Angeles in 200 Hispanic households. The purpose of the pilot study is to evaluate the procedure to be used for recruiting Hispanic households to participate in the rating service.

A national rollout to 800 Hispanic households is anticipated to begin in the latter half of 1990. This will be known as Nielsen Hispanic Television service. Telemundo and Univision, two leading Spanish-language broadcasters in the U.S., established the Spanish Television Research Committee in May, 1988 to investigate the possibility of creating a technology-based national Hispanic audience measurement system. After reviewing proposals from six research firms, the committee selected Nielsen.

The first phase of the two-phase Hispanic project will involve 200 households selected from the Los Angeles Designated Market Area, including Los Angeles, San Bernardino, Venture, Orange, and Riverside counties. A team of bilingual Nielsen field representatives will visit households to recruit a representative sample of Hispanic households for the pilot.

Once the Los Angeles pilot is complete, a national survey will be conducted, polling approximately 30,000 homes regarding demographics, country of origin, and language used. The survey results will be used to select the national sample of 800 Hispanic households.

Demographic access program for PC

National Decision Systems introduces Infomark Express, which enables users to gather demographic and consumer expenditure potential information by using a "point and click" mouse to define the location, size, and shape of the desired trade area on an on-screen map. Trade areas can be defined as radii, ZIP codes, census tracts, or any custom-shaped geography.

Information available includes current year estimates and five-year projections for population, households, income, age and sex, and populations by race. Also included are 1980 Census variables, as well as estimated consumer expenditure potential information for major retail categories.

Infomark Express is available for every major MSA in the U.S. and the complete package for each market is delivered on diskette for installation on the computer's hard disk. The package utilizes Microsoft Windows and the new geographical interface technology developed by National Decision Systems. It operates on any IBM/PC AT, System 2 series, and 100% IBM compatibles. A PC/mouse and operating software are included with the first market order. For more information, call Randy Grimm at National Decision Systems, 619-942-7000.

SPSS package for Macintosh

SPSS for the Macintosh, scheduled for release in the fourth quarter of 1989, contains the full functionality of SPSS, with over 50 statistical procedures, extensive data and file management facilities, a programming language that enables the user to create customized routines or macros, and a report writing facility.
It incorporates features from both SPSS/PC+, the package for MS-DOS-based microcomputers, and SPSS for mainframes, minicomputers and workstations. The Macintosh program uses a version of the SPSS/PC+ menu system, including on-line help and a statistical glossary, in the familiar Macintosh "pull-down menu" format.

Add-on options include SPSS Advanced Statistics, SPSS Tables (which allows the user to create publication-ready stub and banner tables), and SPSS Trends, which performs forecasting and time series analysis.

The package runs on the Macintosh SE, SE/30, II, IIcx and IIx computers. It requires 2MB of RAM (4MB are recommended), a 20MB hard disk, System 6.0 and Finder 4.2. A math coprocessor is recommended.
For more information, contact SPSS, at 312-329-3300.

Hispanic retail tracking service introduced

Market Decisions announces the introduction of HispaniScan, a service focused initially on key Hispanic markets in the U.S. It reports packaged goods sales from large samples of Hispanic supermarkets and furnishes clients with overall category analysis as well as evaluations of specific advertising and promotions programs targeted to Hispanics. The service is designed primarily for the benefit of brand and marketing managers.

Concentrating initially on supermarkets, HispaniScan collects and formats scan data from major chains within the markets. It can monitor entire categories or selected products, giving clients retail activity profiles over short or long periods of time, and can optionally include back data.

The program includes optional, personal, on-site checks by Market Decisions' representatives who report shelf position and other point-of-sale merchandising activity variables. For more information, contact Market Decisions at 513-891-8000.