On October 13, RBR+TVBR first reported on the conclusion of Entravision Communications’ licensing agreement with Univision Communications, with Univision opting not to renew the pact at year’s end. As such, Univision will take over the operations of the UniMás and Univision stations serving Orlando, Tampa, and Washington, D.C.
On Friday, it became known that audience measurement services in those three markets will be delivered to Univision exclusively by a company that continues to fuel its desire to compete head-on with Nielsen in the U.S. broadcast TV marketplace.
That would be Comscore, which now has an agreement in place that will see Univision exclusively use Comscore’s linear audience measurement service as its local audience currency in the soon-to-be former Entravision markets.
What’s also notable about the pact is that Univision will team with Comscore to “collaborate and refine” its Hispanic audience measurement capabilities “to more accurately capture the underrepresented Hispanic community.” It’s a swipe at Nielsen, which has invested heavily in ensuring accurate ratings and audience data for multicultural consumers of broadcast and digital media across the U.S.
Commenting on the arrangement, Comscore Chief Revenue Officer Carol Hinnant said,
“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.”
Speaking for Univision, EVP/Research, Insights and Analytics Roberto Ruiz added, “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. 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.”
