MRI-Simmons and TelevisaUnivision Partner to Power Representative Advanced Advertising Initiatives

Today we are excited to announce an exciting new partnership with TelevisaUnivision, which makes MRI-Simmons' high-quality and nationally representative dataset available for audience-based buys across all of TelevisaUnivision's media channels. More specifically, TelevisaUnivision's agency and advertiser partners can leverage thousands of psychographic and behavioral consumer variables from MRI-Simmons, including deep insights into English- and Spanish-speaking Hispanics, to build and activate complex audience definitions across all TelevisaUnivision media channels, providing an audience-based buying experience that drives results for marketers.

Technically speaking, MRI-Simmons’ rich audience data is being integrated within TelevisaUnivision’s Hispanic household identity graph. Launched in 2022, that Hispanic household graph was designed to address data inequities that were keeping the industry back from accurate representation. As explained in this Nov 2022 article, poor targeting and wasted investments have plagued brands and their agencies seeking to reach the US Hispanic population. The cause, as cited by Kelly Metz of OMG, is "bad data intake from underrepresentative panels that skew census-level data sets." So while the TelevisaUnivision Hispanic household graph has certainly helped close the gap in Hispanic representation, the integration of MRI-Simmons' nationally representative audiences provides a trusted and reliable data source to drive audience-based advanced advertising buys across all TelevisaUnivision properties.

This is an exciting development for MRI-Simmons, TelevisaUnivision and its advertising partners. To learn more about the MRI-Simmons and TelevisaUnivision partnership, contact info.ms@mrisimmons.com or Blin@televisaunivision.com.

And stay tuned, as we have many more exciting announcements planned in 2023!