Comscore selected by Univision
November 5, 2021
Comscore, the media measurement and analytics company and Univision Communications, the Spanish-language media and content company in the US, thave 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.”
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