TelevisaUnivision, VideoAmp Strike Pact to Help Advertisers Measure U.S. Hispanic Audiences

variety.com:

Brian Steinberg Senior TV EditorTelevisaUnivision is getting more entrenched in TV’s measurement wars.The Spanish-language media giant is teaming up with data company VideoAmp, one of a growing number of audience-measurement companies whose services are being tapped as TV networks mull alternatives to Nielsen, the industry’s de factor arbiter of audience size.

Under terms of the pact,  TelevisaUnivision will use VideoAmp’s data in a suite of advanced advertising solutions, giving advertisers a better sense of the viewers they are reaching and their responses to commercials.The company believes the agreement may help in its quest to draw a larger number of national advertisers to its client pool. “There are hundreds of advertisers who still don’t understand the value of the U.S.

Hispanic consumer and are hesitant to spend here,” says Dan Aversano, senior vice president of data, analytics and advanced advertising at TelevisaUnivison, in an interview.  “With this new capability, we think we can meaningfully start to solve that problem.” VideoAmp has also been working with media companies such as Paramount Global and Warner Bros.

Discovery in those companies’ bids to find ways to count viewers who may watch their favorite programming across a range of venues, including traditional TV, and on-demand streaming video.Counting TV viewers has become a difficult task.