USA Latin America shows faith in new metered results

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NEW YORK -- USA Latin America, the 24-hour entertainment network operated by USA Networks International, is publicly backing the first pan-regional viewership for Latin America with the announcement that it will be the first to supply pan- regional advertisers with post-buy analyses for campaigns.

The network says it will provide advertisers with details of household and specific demographic delivery of their schedules based on results from Ibope people meter ratings data.

USA Latin America's public affirmation of the Ibope research - commissioned by the Television Association of Programmers Latin America - is in sharp contrast with the position taken by research subscriber Turner International. Turner executives claimed in an earlier statement that the research is flawed and cannot produce "accurate and statistically valid ratings".

The company said its position was unrelated to poor performance in the Ibope results of flagship brand CNN and CNN en Espanol.

But USA Latin America is at the forefront of attempts to disseminate the findings and give them currency within the marketing and advertising community in Latin America. Barry Frey, USA Networks' managing director, international ad sales and new business development, says the data will "prove USA Latin America's worth as an effective and efficient media vehicle. As the Ibope ratings and our proprietary system evolve," he says, "we anticipate this will be a key advantage for buyers considering Latin America for their schedules."

Copyright August 1997, Crain Communications Inc.

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