New York, NY — March 11, 2021 — Nielsen (NYSE: NLSN) and KYPK and KWYT Yakima stations today announced an agreement under which Nielsen will provide the Spanish-language stations with local TV measurement services. Hispanavisión, LLC owns stations KWYT and KYPK, which are affiliated with Estrella TV and Azteca America networks, respectively.
As a Latino General Manager of KYPK & KWYT, Orson Bevins recently assumed ownership of Hispanavisión Televisión. His father, Ron Bevins, founded the company in 1990 to serve a rapidly growing Hispanic community in Central Washington state and Yakima, specifically.
“Early on, we recognized a need for local broadcast TV stations to serve the Hispanic community in Yakima, WA,” said Bevins. “Our company was the first to fill this critical role in the state. As that community has grown over the past three decades, we have affirmed our commitment to provide programming and advertising that speaks to our community and the advertisers that serve it. Leveraging Nielsen’s data and insights, especially its accurate representation of Hispanic households, will help us to further achieve these goals. By teaming up with Nielsen, we’re affirming our commitment to maintaining a leadership posture in our television market.”
“Hispanavisión is a leader in providing diversity and quality in Hispanic programming, and we are excited to partner with them and provide audience measurement to support their success.,” said Catherine Herkovic, EVP and Managing Director, Nielsen Local. “Nielsen is the only company that can offer true persons level measurement capturing diverse audiences. As part of our client commitment, we work with local stations to ensure that each has the tools they need to deliver on their business objectives and market access to valuable local audiences.”
Nielsen Local TV comprehensively measures television audiences in all 208 markets across the U.S., providing programmers and buyers with complete data and insights to drive positive business results. Nielsen’s investment and innovation continue to transform how Local TV is measured and it remains the only provider of direct persons measurement and comprehensive reporting from pay-TV households, over-the-air homes and linear streams from virtual MVPDs.