Comscore Wins A Entravision Market For Local Ratings


When it comes to local audience measurement, Nielsen isn’t the only source for ratings and consumer data anymore. Entravision Communications recognizes this, as it is signing a new agreement giving it access to Comscore‘s “next-generation linear audience measurement service” as its local audience currency in one of its television markets.

The contract win for Comscore sees it offering TV ratings services to Entravision in the Palm Springs, CA market.

There, Entravision is a major player, thanks to its 2017 acquisition of NBC affiliate KMIR-36 and low-power KPSE-50, a MyNetworkTV affiliate, for $21 million. The stations were added to a local group of properties that include UniMás affiliated KEVC-CD and Univision-affiliated KVES-LD and KVER-CD.

“Now is the ideal time to begin using Comscore’s local market currency in the Coachella Valley,” said Jeff Liberman, Entravision’s President/COO. “Comscore has made large strides in the last few years and is now bringing advertisers more stable and reliable measurement metrics. We look forward to working with Comscore to refine their measurement capabilities and specifically their ability to capture relevant information on the Latino market. Through this partnership, Entravision will be able to garner even further information on our viewership enabling us to continue to enhance our award-winning program offerings.”

Comscore uses a “census-scale approach to media currency.” The company’s Chief Revenue Officer, Carol Hinnant, commented that the Entravision deal is a continuation of a media industry quest “to help solve the ongoing challenges presented by small panels prone to bias and error, particularly when it comes to accurately including underrepresented communities in their measurement base.”

That’s a shot at Nielsen, which is presently under Media Ratings Council accreditation review.