NEWS8 November 2021

Comscore to provide audience measurement service for Univision

Data analytics News North America

US – Comscore is to partner with Miami-based Spanish-language media company Univision Communications on using its local audience measurement service in three of the latter’s newly acquired markets.

Person using a TV remote control

Under the terms of the new agreement, Univision will begin using Comscore's next-generation audience measurement service as its local audience currency in the Orlando and Tampa markets in Florida, as well as in Washington DC. Additionally, both companies will collaborate and refine Comscore's Hispanic audience measurement capabilities to more fully capture the underrepresented Hispanic community.

Commenting on the agreement, Carol Hinnant, chief revenue officer at Comscore, said: “The media industry is witnessing momentous change and advertisers need stable and reliable measurement they can trust to provide accurate insights for all audiences.”

Roberto Ruiz, executive vice-president of research, insights and analytics at Univision, added: “Trust in audience measurement [is] at an inflection point across the industry... We 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.”