TelevisaUnivision on Hispanic Audience Measurement Gaps | Deloitte Insights

Why It Matters

Accurate Hispanic audience measurement is critical for advertisers to allocate spend effectively and capture the growing revenue potential of this demographic.

Key Takeaways

• TelevisaUnivision reaches 50% of U.S. soccer consumption across demographics.
• Their household graph covers 99% of Spanish‑speaking U.S. homes.
• Third‑party data miss roughly half of the Hispanic audience.
• Accurate measurement requires direct data exchange and attribution partnerships.
• Brands view Hispanic viewership as a key revenue driver.

Summary

TelevisaUnivision’s president Tim Natividad highlighted the company’s dominant role in U.S. soccer fandom, noting that it commands roughly half of all soccer consumption, transcending language and demographic lines.

He explained that TelevisaUnivision’s household graph reaches 99% of Spanish‑speaking U.S. households, yet third‑party measurement tools miss about 50% of that audience, creating a significant data leakage gap.

Natividad described the “fandom of entertainment” that drives younger viewers to share highlights on mobile, and stressed that advertisers view the Hispanic audience as a direct contributor to bottom‑line growth.

The gap forces brands and agencies to invest in first‑party data exchanges and robust attribution partners, reshaping how ad spend is allocated toward more reliable, audience‑centric measurement.

Original Description

Advertising measurement gaps may affect how marketers understand audience reach as companies examine how accurately data reflects real consumption.

🎥 In this video, Tim Natividad, president of US advertising and marketing sales at TelevisaUnivision, joins Deloitte Insights and the Interactive Advertising Bureau (IAB) to discuss some of the biggest gaps in audience measurement today—including how leakage in third-party data may undercount Hispanic viewers.

📊 While TelevisaUnivision can access up to 99% of Spanish-speaking households in the United States, third-party data sets may miss a significant portion of that audience, with leakage of around 50%. This may lead to undercounting Hispanic viewers and create meaningful audience measurement gaps for advertisers. It underscores the importance of improving data fidelity and ensuring more accurate measurement pathways.

📺Learn more about this topic by checking out the full video in our Future of Advertising series: https://delo.tt/6054BBKvca

Topics covered in this video: advertising measurement gaps, Hispanic audience measurement, undercounting Hispanic viewers, third-party data in advertising, data leakage in advertising, data fidelity in advertising, audience measurement accuracy, sports fandom in advertising

#FutureOfAdvertising #AdMeasurement #HispanicMarketing #DataStrategy #MediaMeasurement #DeloitteInsights

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