HR Media Wins Mexican Ad Currency Contract

Mexico-based TV and video audience measurement company HR Media has been selected as the country's official ratings supplier for the next two years, by its recently-formed ACAM Joint Industry Committee.

ACAM (the Alliance for Multimedia Measurement Quality in Mexico) is a recently-formed non-profit organisation aiming to create a transparent, high-quality multiplatform video audience measurement system. HR Media was formed ten years ago and uses a sample group representing 80% of the urban population, equivalent to more than 76 million individuals and 22 million households. Its HR Media+ solution is billed as 'the first single-source cross-media tool in Latin America', and includes measurement of video consumption, app and social media audiences on smartphones, radio and other devices.

According to the organisations, HR Media's proposals met ACAM's objectives of managing a reliable, multiplatform, transparent and innovative system, addressing opportunities in the Mexican market. The winning bid features an expanded sample group to reduce measurement variability, in accordance with international guidelines; the incorporation of new technologies to find and measure previously 'undiscovered' audiences, including OOH and time-shifted viewers, as well as increase in the number of referenced channels; creation of a dedicated ACAM team; and commitment to an international audit process to validate the accuracy of the data generated, alongside a continuous improvement plan.

HR's CEO Rodrigo Gómez (pictured) says his firm is 'honored by the trust that ACAM and its associates have placed in [it] and committed to lead video audience measurement in Mexico'. He adds: 'As part of our commitment, we have immediately begun an intensive preparation phase, which includes team strengthening, specialized training, technological adaptation, and continued support for the industry. This effort, prior to the formal start of our operations on January 1, 2025, will ensure a smooth transition and lay a solid foundation for the success of this pivotal project'.

Web site: www.hrplus.com.mx .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.