MRI-Simmons in Advanced Ad Deal
US consumer insights provider MRI-Simmons and Spanish-language media company TelevisaUnivision have partnered to enable advertisers to use the former's psychographic and behavioral consumer variables, including insights into English and Spanish-speaking Hispanics.
Powered by a probabilistic and address-based sampling methodology, MRI-Simmons' single-source consumer data set provides a nationally representative and culturally diverse view of Americans. Through the deal, TelevisaUnivision will add MRI-Simmons' audience data to its proprietary Hispanic household identify graph, enabling these audiences to be activated across all TelevisaUnivision media channels. The data graph was launched in May 2022, and now covers nearly 100% of US Hispanic households.
Josh Pisano (pictured), SVP of Business Development and Product Strategy at MRI-Simmons, comments: 'TelevisaUnivision's household identity graph is helping close the gap in Hispanic representation and addresses one of the big data inequities that we face as an industry. With this new partnership, MRI-Simmons' representative data is mapped to the TelevisaUnivision graph, offering advertisers the opportunity to buy the same high-quality audience across all screens of TelevisaUnivision properties'.
Web sites: www.mrisimmons.com and www.televisaunivision.com .