Prior to launch, De la Riva conducted research which found that, in urban areas and among young population segments, 50% of people engage in second-screening – either searching the web or social networking while watching television.

“Traditional TV ratings are inadequate for evaluating the new way that Mexicans watch television,” said Eduardo de León, general director of De la Riva Group. “It’s no longer enough to have a number representing the quantity of individuals who consume a product. Now it is essential to know who these consumers are, what their opinion is, and what they share to be able to make better decisions.”