Univision goes for Hispanic social TV tracking

SocialGuide has launched Spanish-language social TV tracking via its newly unveiled SocialGuide Intelligence (SGI) platform, with Univision as the first partner. SGI analyses social activity for networks, programmes and individual episodes to identify social trends and discover new opportunities for clients to engage with the social audience for linear TV. Univision will leverage the platform to track and monitor activity for all of its programming, including Nuestra Belleza Latina (Our Latin Beauty), Sabado Gigante, ¡Despierta América!, El Gordo y La Flaca, Aquí y Ahora, Primer Impacto, evening newscast Noticiero Univision and Al Punto, among many others, including Univision’s primetime novelas. Univision is also the home of special programming such as Premios Juventud, the first and only Spanish-language award show for Hispanic youth; the Premio Lo Nuestro Latin music awards; and the 2014 FIFA World Cup. "With the growing Hispanic television audience in the U.S., it is critical to include Spanish-language programming in our SocialGuide Intelligence platform," said Sean Casey, founder of SocialGuide. The intersection of television viewing and Internet usage makes social TV tracking a natural fit to better understand the audience. To that point, Univision, which during the 2010-2011 television season was the only major U.S. network to grow its average primetime audience among 18- to 49-year-olds, consistently ranks among the top five networks in the U.S. regardless of language. In 2011, Univision had more No. 1 nights than any network (ABC, CBS, NBC), except FOX, among adults 18-34. Meanwhilem Internet usage among Hispanics has grown nearly three times as fast as non-Hispanics in the last four years, with 75 percent of Hispanics 18+ now active online, according to Simmons. "Univision’s audience has proven to be incredibly loyal to our offerings and engaged across the board," said Monica Talan, senior vice president of corporate communications and public relations at Univision. "This, coupled with the significant growth in Hispanic connectivity via interactive platforms including social, have made it imperative that we partner with SocialGuide to better connect on a much deeper level."