 |
Univision Online Becomes First Hispanic Media Company to Join IAB: Collaborates on Historic Industry Research
Los Angeles, CA -- Univision Communications Inc. (NYSE: UVN), the leading Spanish-language media company in the U.S., today announced that its Internet subsidiary, Univision Online, Inc., has joined the Interactive Advertising Bureau (IAB), and will be a key participant in the Cross Media Optimization Study (X-MOS) conducted by the IAB, Advertising Research Foundation (ARF), Forrester, Dynamic Logic and Rex Briggs of Marketing Evolution. Univision Online is the first Hispanic media company to become a member of the IAB.
Univision Online, the most visited Spanish-language website in the U.S., will join prominent English-language publishers in the groundbreaking study designed to understand online advertising’s role in the media mix needed to impact branding and drive sales. Univision Online's participation in the IAB Cross Media Optimization Study maintains the long-standing tradition of its parent company, Univision Communications, Inc., in pioneering efforts to bring high quality measurement standards to the Hispanic market.
“The IAB’s Cross Media Optimization Study is an excellent opportunity to continue Univision Online’s initiatives in demonstrating the effectiveness of Internet advertising,” said Javier Saralegui, President of Univision Online. “By aligning our research efforts with the IAB, ARF and other top-notch general market research firms and publishers, we are also ensuring that the measurement standards to which we hold the Hispanic marketplace remain objective rather than open to misinterpretation. These standards are especially important as Hispanic Internet usage and advertising grow dramatically. Hallmark research such as the IAB’s Cross Media Optimization Study is needed to fill in the large gaps that currently exist in our understanding of Hispanics online.”
The gaps in understanding Hispanic Internet usage are in part due to the limited view provided by existing Internet measurement panels, which base their findings largely on English-speaking Hispanics. Spanish-speakers are an emerging population online, one that is increasingly important to marketers. Spanish-speakers now make up the majority of the Hispanic online population, and home Internet access among Hispanics has seen an incredible boom in the last few years. Due to this growth and the ongoing recognition of the strategic importance of advertising to Hispanics, the number of national advertisers appearing on Spanish-language websites has grown 82% in the last year.*
Greg Stuart, IAB President and CEO feels the time is right for more industry research about Hispanics online: “Hispanic advertising is an area of dramatic growth for interactive marketing and Univision.com is the industry leader of that growth. We look forward to working with Univision Online on this and other research studies as a way to shed light on an important Internet population and to bring reliable measurement standards to all facets of our industry.”
The IAB’s Cross Media Optimization Study is the second phase of groundbreaking cross platform research conducted in 2001. Results of the Cross Media Optimization Study will be available in early 2003.
*Source: Hispanic Web Monitor, a service of Media Economics Group
About Univision Online
Univision Online (www.univision.com) is the most popular Spanish-language Internet destination in the United States. It caters to Hispanic Americans by offering them culturally relevant entertainment, news, sports and services. Univision Online provides an unparalleled experience that entertains, educates, and empowers the nation's online Hispanics by leveraging the power of America's leading Spanish-language broadcaster, the Univision TV Network. Univision Online is a wholly owned subsidiary of Univision Communications Inc. (NYSE: UVN).
| Contact: |
Stephanie Pillersdorf/Stephanie Sorrentino
Citigate Sard Verbinnen
212-687-8080
|
|
