Univision and CivicScience Launch Innovative Research Partnership
NEW YORK, March 7, 2017 /PRNewswire/ Univision Communications Inc., 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. 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.
CivicScience is a next-generation polling and consumer research company based in Pittsburgh. Our enterprise software portal, the InsightStore, combines a proprietary survey methodology with advanced data mining technology toproduce deep, reliable, and real-timeconsumer insights. Our stable of marquee clients ranges from Fortune 100 companies to emerging businesses in retail, CPG, media, food service, electronics, telecommunications, energy, healthcare, and financial services. For more information, please visithttps://civicscience.com.<
Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. The Company, a leading content creator in the U.S., includes Univision Network, one of the leading networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country available in approximately 92% of U.S. Hispanic television households; UniMs, a leading Spanish-language broadcast television network available in approximately 86% of U.S. Hispanic television households; Univision Cable Networks, including Galavisin, the most-watched U.S. Spanish-language entertainment cable network, as well as UDN (Univision Deportes Network), the most-watched U.S. Spanish-language sports cable network, Univision tlnovelas, a 24-hour Spanish-language cable network dedicated to telenovelas, ForoTV, a 24-hour Spanish-language cable network dedicated to international news, and an additional suite of cable offerings - De Pelcula, De Pelcula Clsico, Bandamax, Ritmoson and Telehit; Univision Local Media, which owns and/or operates 59 television stations and 67 radio stations in major U.S. Hispanic markets and Puerto Rico; and Univision Now, a direct-to-consumer, on demand and live streaming subscription service. The Company also includes the Fusion Media Group (FMG), a division that serves young, diverse audiences. FMG includes two cable networks: news and lifestyle English-language network FUSION TV and UCI's interest in El Rey Network, a general entertainment English-language cable network; Univision.com, the most-visited Spanish-language website among U.S. Hispanics; Uforia, a music application featuring multimedia music content; as well as a collection of leading digital brands that span a range of categories: technology (Gizmodo), sports (Deadspin), music (TrackRecord), lifestyle (Lifehacker), modern women's interests (Jezebel), news and social justice (FUSION.net), African American news and culture (The Root), gaming (Kotaku), and car culture (Jalopnik). FMG also includes the Company's interest in comedy and news satire brands The Onion, Clickhole and The A.V. Club. Headquartered in New York City, UCI has content creation facilities and sales offices in major cities throughout the United States. For more information, please visit corporate.univision.com.
SOURCE CivicScience, Inc.