SANTA MONICA, Calif. – The growing popularity of streaming video has led to a greater push for audience metrics that more accurately reflect people’s viewing behavior among different platforms and devices. Media measurement also is incomplete if it doesn’t capture data about the fast-growing Hispanic market, Dan Aversano, senior vice president of analytics and advanced advertising at Spanish-language media giant TelevisaUnivision, said in this interview at the Beet Retreat Santa Monica.

“Representation in media is really, really important,” he said. “We actually found that there’s pretty severe under-representation of U.S. Hispanics in most third-party data sets.”

Some data the media company received from data management platform (DMP) companies showed that Hispanics made up 5% to 7% of the total viewing audience, while Census data show the Spanish-speaking segment is closer to 20% of the total U.S. population.

“The numbers we got back were really, really scary,” Aversano said. “That meant — right out of the gate, anyone who is using that data to actually plan in the digital ecosystem — that they’re severely undercounting and underrepresenting that audience.”

Device-based metrics such as set-top box data and automatic content recognition (ACR) data that detect what shows up on people’s television screens also have limitations, he said. A sizeable portion of the Hispanic audience watches over-the-air television, making those consumers undetectable to device-based metrics.

The median age of the U.S. Hispanic audience is younger than the general population. With that youth comes a greater likelihood of being early adopters of technology such as smartphones and internet-connected television.

“We speak to every U.S. Hispanic every day across multiple screens, whether that’s national television, local television, radio, digital audio,” Aversano said of TelevisaUnivision’s reach, which also includes its ad-supported video on demand (AVOD) service called Vix, and a subscription video on demand (SVOD) tier called Vix+. “We’re seeing a ton of growth…We touch everybody across all those screens.”

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