5 NOV 2021

Univision selects Comscore to measure local audience in three newly acquired markets

Under the agreement, Univision will now begin exclusively using the company's services to measure data from Orlando and Tampa, FL, as well as Washington, D.C..

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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.“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.

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.

“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," Ruiz said.
 

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. Comscore is proud that Univision has tapped us as a trusted partner to help deliver the future of television currency.” Carol Hinnant Chief Revenue Officer, Comscore