First English-Language Station To Subscribe To NHSI Hispanic Service.

KIII-TV, the ABC affiliate in Corpus Christi, Texas, became the first English-language station in the U.S. to subscribe to the Nielsen Hispanic Station Index (NHSI), the local Hispanic audience measurement service from Nielsen Media Research. KIII-TV is owned by McKinnon Broadcasting and continues to subscribe to the Nielsen Station Index (NSI), the general market service.

“We have many dayparts where KIII-TV enjoys the enviable position of being Number One in both NSI and NHSI,” said Bob White, general manager of KIII-TV. “With the high percentage of Hispanics in our market, it is vital that we are able to furnish advertisers and agencies with the complete viewing statistics on our entire market. Our Spanish language program on Sundays, Domingo Live, which has been a weekly mainstay on our station since 1964, is a competition killer during its time period. This program allows us to reach the huge Hispanic market with Spanish language commercials. Without the full use of NHSI, we can’t document the audience as agencies expect. With the growing importance of the Hispanic market, we feel that our station must be able to use all resources to insure that we get our share of the budget.”

“The Spanish Language broadcasters and agencies have always understood the need for NHSI,” said Doug Darfield, senior vice president of Nielsen Hispanic Services. “As the Hispanic population continues to grow, the English-Language stations need to show agencies and advertisers that, in many cases, they attract significant Hispanic audiences. KIII-TV is the first English-language station to recognize the need for more targeted information about this important segment of its viewing audience.”

Corpus Christi is the 26th ranked Hispanic DMA with 92,240 Hispanic TV households. That is 49% of the total number of TV homes in the market. Among all 210 television markets in the U.S., Corpus Christi is the 129th ranked DMA with 188,260 TV households.