RESTON, Go., January 18, 2022 /PRNewswire/ — Comscore (Nasdaq: SCOR), a trusted partner for planning, trading and evaluating media across all platforms, and Entravision Communications Corporation (NYSE: EVC), a leading global media company of media and marketing technologies, today jointly announced a new agreement for local audience measurement. Under the terms of the agreement, Entravision will use Comscore’s next-generation linear audience measurement service as its local audience currency in the Palm Springs, California Marlet.
“Now is the perfect time to start using Comscore’s local market currency in the Coachella Valley,” said Jeffrey Liberman, President and Chief Operating Officer of Entravision. “Comscore has made great strides over the past few years and now provides advertisers with 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 insights. in the Latin American market. Through this partnership, Entravision will be able to gather even more information about our audience, which will allow us to continue to improve our award-winning program offerings.”
Comscore’s approach to media currency census scale is fueled by its massive, passive measurement methodology. This helps deliver accurate and granular insights for audiences, including Latin American audiences, so advertisers can uncover new opportunities for brand exposure and revenue growth. For example, a recent Comscore study found that Hispanic broadcast networks offer significant, unduplicated reach on the “Big Four” broadcast networks, demonstrating the untapped potential of this valuable audience segment.
“The media industry continues to move to Comscore audience measurement to help solve the ongoing challenges presented by small panels prone to bias and error, especially when it comes to accurately including audiences. underrepresented communities in their measurement base,” said carol hinnant, chief revenue officer, Comscore. “We are delighted to support Entravision and provide reliable metrics that provide a representative picture of audience behavior.”
Comscore has more than a decade of experience measuring TV audience from back channel devices in tens of millions of homes in all local markets. Comscore is also a leader in instrumenting change in TV measurement by enabling the adoption of advanced audiences and the shift to impressions, enabling the industry to move beyond age and gender to assess based on consumer behaviors, interests and lifestyles. This allows TV stations, networks, advertisers, agencies, and media companies at local and national levels to effectively reach their ideal audience and maximize revenue. Comscore also recently launched Comscore Everywhere, the new single-source, cross-platform measurement currency standard for content, advertising, scheduling and optimization.
Comscore (NASDAQ: SCOR) is a trusted partner for media planning, trading and rating across all platforms. With a data footprint that combines digital, linear TV, in-theatre and in-theatre audience intelligence with advanced audience insights, Comscore enables media buyers and sellers to quantify their multi-screen behavior and make business decisions with confidence. A recognized leader in measuring digital and television audiences and large-scale advertising, Comscore is the industry’s emerging third-party source for reliable and comprehensive cross-platform measurement. To learn more, visit www.comscore.com.
About Entravision Communications Corporation
Entravision is a diversified global media, marketing and technology company serving clients through United States and in rapidly growing population centers in more than 30 countries across Latin America, Europe, Asia and Africa. Our dynamic portfolio of services includes digital, TV and radio offerings. Digital, our largest revenue segment, comprises five core businesses: Entravision Digital, Smadex, Cisneros Interactive, MediaDonuts and 365 Digital. Entravision Digital provides brand and performance digital solutions to customers and small and medium-sized businesses worldwide, including in the United States, Latin America and Europe. Smadex provides state-of-the-art mobile programmatic solutions and demand-side platforms that enable advertisers to efficiently execute performance campaigns using machine-learned bidding algorithms. Cisneros Interactive provides unique digital marketing solutions representing the world’s leading publishers and ad technology platforms in Latin America, while managing the leading network and digital audio solutions Audio.Ad. MediaDonuts provides digital marketing performance and branding services in the South East Asia region and maintains unique business partnerships with some of the world’s leading digital publishers and social media platforms. 365 Digital is a digital advertising solutions provider that offers exclusive business representations with major global platforms in South Africa. Beyond digital, Entravision has 53 television channels and is the largest affiliate of the Univision and UniMás television networks. Entravision also operates 46 primarily Spanish-language radio stations that feature nationally recognized and Emmy Award-winning talent. Entravision’s Class A common stock trades on the NYSE under the symbol: EVC. Learn more about all of our marketing, media and technology offerings at entravision.com or connect with us on LinkedIn and Facebook.
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