U.S. HISPANIC
Univision selected Comscore to provide next-generation linear audience measurement
Maribel Ramos-Weiner| 5 de noviembre de 2021
Roberto Ruiz de Univision
Comscore and Univision Communications Inc. announced an agreement for Univision to leverage Comscore’s local audience measurement in three of the Company’s newly acquired markets.
Under the agreement, Univision will now begin exclusively using Comscore’s next-generation linear audience measurement service as its local audience currency in the Orlando and Tampa, FL markets as well as in the Washington, D.C. market.
Additionally, both companies will collaborate and refine Comscore’s Hispanic audience measurement capabilities to more accurately capture the underrepresented Hispanic community.
“The media industry is witnessing the momentous change, and advertisers need stable and reliable measurement they can trust, to provide accurate audience insights for all audiences. Comscore is proud that Univision has tapped us as a trusted partner to help deliver the future of television currency,” said Carol Hinnant, Chief Revenue Officer, Comscore.
“With trust in audience measurement at an inflection point across the industry, Univision surveyed the market and quickly identified Comscore as the right partner for us to deliver reliable and advanced measurement beginning in these three markets. We are thrilled to be expanding our relationship with Comscore into the linear TV space and are excited to have a seat at the table in helping to drive meaningful, positive change in standards for how the Hispanic audience, and audiences in general, are measured,” said Roberto Ruiz, EVP, Research, Insights and Analytics, Univision.
