Univision Picks Comscore for New Stations

In the US, Spanish-language media and content company Univision Communications Inc. is to use Comscore's data to provide its exclusive local audience currency for its new stations in the Orlando and Tampa, FL markets as well as in Washington, D.C.

The companies say they will also collaborate and refine Comscore's Hispanic audience measurement capabilities to more fully capture the underrepresented Hispanic community.

Univision provides news, sports and entertainment content across broadcast and cable television, audio and digital platforms for Hispanic audiences. Locally, it owns or operates 61 television stations in major Hispanic markets across the country; 58 radio stations via its 'Uforia, the Home of Latin Music' brand; plus a live event series and major digital assets including Univision.com. The group takes over local stations in the three Florida and D.C. markets on January 1st, on the expiry of Entravision's licensing agreement, and has chosen Comscore part based on experience, as a long-time subscriber to the latter's Digital Audience and OnDemand Essentials services.

The deal comes amid rumblings of discontent over Nielsen's ratings, following the decision by standards body the MRC to reject the company's request for a hiatus period of up to six months, and to suspend accreditation of its National TV ratings service. In a nod to this Univision EVP Research, Insights and Analytics Roberto Ruiz says trust in audience measurement is 'at an inflection point across the industry', and continues: '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'.

Carol Hinnant (pictured) Chief Revenue Officer at Comscore, comments: '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'.

Web sites: www.comscore.com and corporate.univision.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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