MasMusica TeVe Network Connects with 18-34 Year Old Hispanic Viewers Says New Nielsen Study

MasMusica TeVe Network Connects with 18-34 Year Old Hispanic Viewers Says New Nielsen Study

First-ever Study of the Network Reveals High Viewership Rates Among Advertising's Most Coveted Demographic

MIAMI and NEW YORK, May 5 /PRNewswire/ -- A new study conducted among 18-49 year olds by Nielsen Media Research reveals high viewership rates for MasMusica(R) TeVe Network. Over half (54%) of all respondents said they viewed MasMusica(R) TeVe Network during the past week. Among 18-34 year olds, almost six in ten (59%) said they viewed MasMusica(R) TeVe during the past week.

Additional findings of the Nielsen study included:

* All 18-34 year olds in the study said they viewed on average 11.5 hours of Spanish-language and 4 hours of English-language programming during the past week. 18-34 year old MasMusica(R) TeVe Network past week viewers said they viewed MasMusica TeVe on average 5.2 hours.

* Among 18-34 year old MasMusica TeVe past Monday-Friday viewers, 4 pm to 8 pm was the most viewed time slot with 8 pm-11 p.m. and 7 a.m. to 12 noon taking the second and third most popular slots.

* MasMusica TeVe past week viewers are young, with 70.6 percent of them in the 18-34 year old age bracket and 29.4 percent in the 35-49 age range.

* Among 18-34 year olds who had ever viewed MasMusica TeVe, 74 percent rated the quality of the programming as "very good" or "excellent" on a 5-point rating scale.

* Past week viewers in this Nielsen study showed that Mas Musica TeVe's programming attracted a higher percent male than female audience. 55 percent of the network's audience were male and 45 percent were female.

"The people have spoken and MasMusica TeVe ranks very high with the coveted 18-34 year old viewer," said Eduardo Caballero, founder of MasMusica TeVe. "We've always known from the great viewer response we get that MasMusica TeVe appeals to these viewers, but now we have a Nielsen study to validate our claims and prove that MasMusica TeVe is an excellent option for advertisers wanting to reach these desirable consumers."

The Nielsen study was conducted by telephone December 7-19, 2004, among randomly-selected people 18-49 within Spanish-Dominant and Bilingual (Spanish/English Equal) non-cable/non-satellite NHSI diary households residing in MasMusica TeVe's coverage area within eight DMAs. The DMAs included in the study were: Miami/Ft. Lauderdale, Dallas/Ft. Worth, Austin, Harlingen/Weslaco/Brownsville/McAllen, TX, San Antonio, San Francisco/ Oakland/San Jose, Sacramento/Stockton/Modesto and Fresno/Visalia, Calif.

MasMusica TeVe is a hip music network that offers the most popular and latest music formats. Many of its shows have an interactive component offering cross-media platforms to viewers and advertisers. The network's programming is available in the majority of Hispanic markets across the country. Its original programming including:

* Club MasMusica -- this show features MasMusica TeVe's VJs visiting different nightclubs each week and interacting with club goers;

* Las 40 Principales -- features 40 video hits selected by Billboard and Radio&Musica magazines. The videos are shown at random, allowing viewers the chance to call or login to http://www.masmusica.tv/ and guess the "top 10" videos;

* Zona Urbana -- is a one-hour music segment featuring urban Hiphop reggeaton and regional urban music;

* Top 10 Countdown -- is a progressive countdown of MasMusica TeVe viewers' most requested videos of the week;

* Pidelo -- is a weekly program that takes live phone requests for specific videos.

* Rokmania -- features interviews, concert footage and videos from some of the hottest rock/alternative groups.

About MasMusica TeVe Network:

MasMusica TeVe Network (http://www.masmusica.tv/) targets 18-34 Hispanics with youth-oriented, Spanish-language music and entertainment programming. The network features 24x7 programming, including a unique mix of the most popular Spanish music formats such as Regional Mexican, Latin Pop, Tropical, Hiphop Reggeaton and Rock en Espanol. MasMusica TeVe is culturally relevant music tailored for the viewers geographic area. MasMusica TeVe Network, Inc. was launched in 1998 by Hispanic media entrepreneur Eduardo Caballero, a pioneer in Hispanic broadcasting and advertising, with over 40 years experience in the industry. MasMusica TeVe is a privately held, certified Hispanic-owned company. MasMusica and MasMusica TeVe are trademarks of Caballero Television, LLC which is the owner and operator of 12 television stations in the U.S., making it one of the largest Hispanic-owned television broadcast station groups in the country. More information on the MasMusica TeVe Network is available at http://www.masmusica.tv/ or at 305-648-0065.

About Nielsen Media Research:

Nielsen Media Research is the leading provider of television audience measurement and related services, worldwide. In the United States, Nielsen's National People Meter service provides audience estimates for all national program sources, including broadcast networks, cable networks, Spanish language networks, and national syndicators. Local ratings estimates are produced for television stations, regional cable networks, MSOs, cable interconnects, and Spanish language stations in each of the 210 television markets in the U.S., including People Meter service in five local markets (10 markets by 2006) and electronic set-metered service in 51 markets.

Nielsen Media Research also provides competitive advertising intelligence information through Nielsen Monitor-Plus both in the U.S. and in 29 markets worldwide. Through a network of affiliates, advertising expenditure coverage is extended to more than 70 countries, representing 85% of the world's advertising spending.

For more information, please visit: http://www.nielsenmedia.com/

Nielsen Media Research is a unit of VNU Media Measurement and Information. VNU is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media measurement and information (Nielsen Media Research) and business information (Billboard, The Hollywood Reporter, Computing, Intermediair). VNU is active in more than 100 countries, with headquarters in Haarlem, the Netherlands and New York, USA. The company employs 38,000 people. Total revenues amounted to EUR 3.8 billion in 2004. VNU is listed on the Euronext Amsterdam stock exchange.

For more information, please visit the VNU website at: http://www.vnu.com/

For more information, contact: Natalie Judd, (203) 605-9515, natalie@bigvoicecomm.com Rick Ritacco, (203) 778-6555 x11, rick@bigvoicecomm.com

Source: MasMusica TeVe Network

CONTACT: Natalie Judd, +1-203-605-9515, natalie@bigvoicecomm.com, or Rick Ritacco, +1-203-778-6555 ext. 11, rick@bigvoicecomm.com, both for MasMusica TeVe Network

Web site: http://www.masmusica.tv/ http://www.nielsenmedia.com/ http://www.vnu.com/

------- Profile: Ent