Comscore and Entravision Communications Corporation jointly announced a new agreement for local audience measurement. Under the terms of the agreement, Entravision will use Comscore's next-generation linear audience measurement service as its local audience currency in the Palm Springs, CA market. Comscore'scensus-scale approach to media currency is powered by its massive and passive measurement methodology. This enables the delivery of accurate, granular insights for audiences, including Latino audiences, so that advertisers can uncover new opportunities for brand exposure and revenue growth.

For example, recent Comscore research revealed that Hispanic broadcast networks deliver a large and unduplicated reach over the "Big Four" broadcast networks, thus demonstrating the untapped potential for this valuable audience segment.