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.”