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New Hispanic Internet Audience Measurement
comScore Networks has announced the launch of a revolutionary Hispanic audience measurement service, which accurately reports the online surfing and buying behaviour of the fast-growing online Hispanic population in the States.
comScore Media Metrix Hispanic Services provides marketers with the information required to better understand and more effectively market to Hispanic audiences across all key language segments.
comScore Media Metrix Hispanic Services are based on the Web-wide buying and surfing behaviour of a representative online panel of 50,000 U.S. Hispanics. Online behavioural data are continuously collected using comScore's proprietary, patent-pending monitoring technology, which measures all online media usage, including activity at proprietary content such as AOL. comScore also measures online purchase activity, allowing advertisers to understand the value of an Hispanic site's audience based on its buying power.
Recruitment for this new comScore panel is conducted in both Spanish and English, allowing comScore to accurately quantify usage of Web sites in both languages. Importantly, this broad recruitment ensures representation of each of the five key language segments that comprise the U.S. Hispanic population: Spanish only, Spanish preferred, bilingual, English only and English preferred.
Advertising agencies, publishers and marketers have shown support for comScore's new Hispanic service. In addition to Terra Networks, Yahoo! en espanol and AOL, charter clients include The Bravo Group, Tapestry (SMG), La Opinion, Media 8 Digital Marketing and Communita, Inc.
comScore Media Metrix Hispanic Services will feature both national and local market detail, including data for top Hispanic markets including Los Angeles, New York, Miami, Houston, and Chicago. Data for the Commonwealth of Puerto Rico will also be available as a supplement to the U.S. service.
'The development of our new service recognizes the importance of the Hispanic market as one of the fastest growing online segments,' said Richard L. Israel, comScore Networks vice president of Hispanic Marketing Solutions. 'We're confident that this new offering will deliver unprecedented value to comScore clients, and become the currency for Hispanic marketing on the Web.'
The service will be broadly available to clients in the fourth quarter 2002, delivered via the comScore Media Metrix industry-standard online reporting system.
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