Entravision Adds Comscore In Palm Springs

Entravision will use Comscore’s next-generation linear audience measurement service as its local audience currency in Palm Springs, Calif. (DMA 146), where it owns KMIR.

“Now is the ideal time to begin using Comscore’s local market currency in the Coachella Valley,” said Jeffery Liberman, Entravision president-COO. “Comscore has made large strides in the last few years and is now bringing advertisers 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 information on the Latino market. Through this partnership, Entravision will be able to garner even further information on our viewership enabling us to continue to enhance our award-winning program offerings.”

Comscore’s census-scale approach to media currency is powered by its passive measurement methodology that it says “enables the delivery of accurate, granular insights for audiences, including Latino audiences, so that advertisers can uncover new opportunities for brand exposure and revenue growth.”

“The media industry continues to move to Comscore’s audience measurement to help solve the ongoing challenges presented by small panels prone to bias and error, particularly when it comes to accurately including underrepresented communities in their measurement base,” said Carol Hinnant, Comscore chief revenue officer.