Comscore (Nasdaq: SCOR), a trusted partner to more than 3,000 clients across local stations, national networks, station groups, advertising and media agencies, and the entire movies ecosystem, and Univision Communications Inc, the leading Spanish-language media and content company in the United States, today 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 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 fully capture the underrepresented Hispanic community.
“The media industry is witnessing momentous change, and advertisers need stable and reliable measurement they can trust, to provide accurate audience insights for all audiences,” said Carol Hinnant, Chief Revenue Officer, Comscore. “Comscore is proud that Univision has tapped us as a trusted partner to help deliver the future of television currency.”
“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,” said Roberto Ruiz, Executive Vice President, Research, Insights and Analytics, Univision. “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.”
Comscore has more than a decade of experience measuring television viewership from the return path devices across tens of millions of households in all local markets. Comscore is also a leader in instrumenting change in television measurement by enabling the adoption of advanced audiences and the move to impressions, which allow the industry to go beyond age and gender to evaluate based on consumer behaviors, interests and lifestyles. This enables TV stations, networks, advertisers, agencies and media companies at both local and national levels to effectively reach their ideal audiences and to maximize their revenues.