Univision and CivicScience Launch Innovative Research Partnership

Mar 7, 2017

Univision Communications Inc. (UCI), the leading media company serving Hispanic America, today announced its partnership with polling and market intelligence company, CivicScience, to provide innovative research on the Hispanic consumer and emergent trends.

NEW YORK – MARCH 7, 2017

The partnership will combine Univision’s Hispanic audience with CivicScience’s next-generation polling and data analysis platform to deliver deep, real-time insights to advertisers, brands, political organizations and investors.

“As the Hispanic population continues to grow in size and wealth, so does the need to capture accurate data that provides insights on this consumer,” said Roberto Ruiz, Executive Vice President for Strategy & Insights. “This collaboration with CivicScience will provide Univision advertisers and partners with fast, actionable intelligence and offer a revolutionary way to connect to the community we serve across the marketplace.”

CivicScience launched its polling technology across a subset of Univision web and mobile properties in October 2016. In just four months, Univision visitors have provided over four million poll responses to questions on over 2,000 topics ranging from business, entertainment and lifestyle. The CivicScience platform analyzed these results by key demographic, geographic and psychographic segments. Example findings from CivicScience’s research concluded that young Hispanics in the United States:

  • Significantly over-index as early adopters and “Market Mavens,” and are very likely to try new products and recommend them to their friends.
  • Are significantly less price-sensitive than other consumer groups, identifying themselves as more brand-centric consumers.
  • Place high value on socially conscious and environmentally friendly brands and media.
  • Are extremely tech-savvy, over-indexing as owners or intenders in categories like smart homes, virtual reality headsets, wireless in-home speakers and television streaming.

“We work with dozens of brands and investment firms who seek greater insight into the U.S. Hispanic consumer,” said CEO of CivicScience, John Dick. “No other company has stronger ties and trust among this community than Univision. This partnership and the research it will yield is a game-changer.”

Using CivicScience’s proprietary in-content polling and quiz platform, Univision will engage its audience in research across its portfolio of digital properties. Collected insights will be used to support Univision advertisers in understanding their target audience, evaluating new products and measuring the effectiveness of campaigns. Univision data will then be combined with CivicScience’s national Hispanic data to produce a broad, representative view of both Spanish and English-speaking U.S. Hispanic and Latin American consumers. Univision advertisers and CivicScience subscribers will gain access to real-time tracking data, industry reports and the ability to deploy quick-turn custom research.

Yvette Pacheco

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