Striking another big measurement deal with a major TV-based group, VideoAmp will be providing new data and “currency” to Spanish-language media company TelevisaUnivision.

TelevisaUnivision will access VideoAmp’s data from its Hispanic household graph for planning, targeting, cross-platform measurement and currency solutions.

“VideoAmp has made significant strides to ensure their dataset and methodologies precisely capture U.S. Hispanic audiences," says Dan Aversano, senior vice president of data analytics and advanced advertising at TelevisaUnivision, in a release.

The announcement was made at the Cannes Lions International Festival of Creativity.

VideoAmp data will work with TelevisaUnivision's own Hispanic household data graph launched last month, covering 85% of U.S. Hispanics. The company says there are “inequities that are causing the U.S. Hispanics to be vastly underrepresented in current data sets."

VideoAmp -- and other measurement companies -- have been part of many “test and learn” efforts this year with major TV groups that are looking for alternative or new currencies other than that of long-time provider Nielsen.

Earlier this year, WarnerMedia made a deal with VideoAmp (along with Comscore, iSpot) to expand audience measurement. Last September, ViacomCBS (now Paramount Global) announced a measurement deal with VideoAmp.

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