Comscore Provides Insight into Sonoro Media’s Hispanic Audience

Jordan Beaudoin
Jordan Beaudoin
Client Success Manager
Comscore
Comscore Digital Data Helps Advertisers Optimize Hispanic Audience Campaigns

As the industry's trusted media measurement currency, Comscore offers solutions that enable advertisers and media buyers to plan their digital media campaigns for optimal target audience reach and frequency. This includes understanding the sizes of publisher and network audiences for specific demographic segments, such as the online Hispanic audience.

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The Scenario

A media buyer is looking to increase their digital media purchases in the US beyond two major Hispanic TV networks in order to maximize reach and frequency KPIs for the 18-34 Hispanic audience. They are interested in assessing whether Sonoro Media would be a suitable partner for this expansion.

The Solution

Comscore MMX Multi-Platform allows users to analyze site overlap and deduplication metrics across platforms and competitive sets. This allows media buyers to determine the incremental potential reach that a publisher or network could add to their campaign.

Number 1

Identify

Run an Audience Duplication report on the US Hispanic audience to identify the combined potential Hispanic reach of a set of media entities. In this case, Sonoro’s potential reach, represented by Consumable Network’s private alternate rollup, is pulled alongside major Hispanic TV network entities.

Number 2

Calculate

Remove the private alternate rollup entity from the Audience Duplication report selection to determine the combined reach of the Hispanic Networks without it. Then, calculate Sonoro’s incremental potential Hispanic reach by subtracting the second unduplicated reach number from the first.

Number 3

Showcase

Download both Audience Duplication reports into an Excel file, manually include the incremental reach calculation, and distribute the file to stakeholders and decision-makers to showcase the value of adding Sonoro Media to a media buy.

The Results

Adding Sonoro Media to the existing digital media buy presents the potential to reach an additional 3.7M unique 18-34 Hispanic visitors, a nearly 2x increase in reach.* The media buyer decides to proceed with a Sonoro Media Partnership.

Consumable Sonoro

~2 x

growth in potential 18-34 Hispanic Audience reach when adding Sonoro Media

*Reach statements are based on the potential reach of the combination of media entities and are not necessarily reflective of actual campaign reach. Sonoro Media’s Hispanic audio reach is exclusively powered by Consumable Network.

Source: Comscore MMX ® Multi-Platform, Custom Reporting, Audience Duplication, Univision, Telemundo Sites, Consumable Network private alt-rollup, P18-34 Hispanic All, July 2024, U.S