The agency, which targets the Latino community, will use Rentrak’s TV Essentials to receive television viewing information from more than 25m TVs in approximately 12m households to garner deeper insight into consumer viewing preferences and motivations.

“We are looking forward to working with Rentrak and having access to a massive system of information across a deep number of networks,” said Jose Valderrama, chief executive officer of Hispanic Group. “Their targeting capabilities will help us enhance our clients advertising strategies.”