Third-Party Datasets of U.S. Hispanics Are Often Inaccurate: TelevisaUnivision’s Dan Aversano

Television audience measurement is incomplete if it doesn’t reflect the fast-growing Hispanic market – and unfortunately, third-party datasets about Spanish-speaking households are often incomplete. TelevisaUnivision, the Spanish-language media company, is working to change those shortcomings.

“We have north of 92% coverage of all U.S. Hispanic households in our [audience] graph today and it is highly, highly accurate,” Dan Aversano, senior vice president of data, analytics and advanced advertising at TelevisaUnivision, said in this interview with Beet.TV contributor Mike Shields. “We’re already putting it to use. We’ve had over 200 brands at this point utilize our graph for activation across both linear and digital.”

TelevisaUnivision has collaborated with data-validation company Truthset to confirm the accuracy of third-party datasets. This precision is important as TelevisaUnivision works with advertisers to compare and match sources of data through clean rooms that prevent the sharing or commingling of personally identifiable information.

“Truthset came back and said of all the datasets that they monitor, roughly four in 10 U.S. Hispanics are invisible in those datasets,” Aversano said. “We had them verify our data — the stats around our accuracy, which is north of 90%, and our coverage north of 92% of all U.S. Hispanic households.”