Nielsen ends separate Hispanic ratings system

According to the Miami Herald, Nielsen Media Research will no longer be using a separate system to measure the size of Hispanic TV audiences, opting to get its data instead from Nielsen's traditional "people meter." From the article:

The move to one system comes as major media companies and advertisers grow more eager to reach Hispanic consumers. There are more than 44 million Hispanics living in the United States, making up about 15 percent of the total population. Some studies have estimated the buying power of Hispanics in the United States at more than $800 billion a year.

''We are approaching a critical mass of consciousness by the industry and marketers who have discovered the enormous economic buying power of Hispanics,'' said Don Browne, president of Telemundo, the Spanish-language network owned by NBC Universal. ``They see who is moving through their stores, and who is buying their products and services -- and it's increasingly Hispanics.''