Mediafax announces Puerto Rico Market Internet reporting service.

Mediafax announced that an agreement has been completed between Mediafax and comScore Networks whereby Mediafax will make comScore Media Metrix Internet reporting services available to Puerto Rico advertisers, ad agencies and media companies.

According to Bill McKenna, Mediafax President and CEO, “the comScore Media Metrix agreement is truly a major breakthrough for the Puerto Rico advertising industry, providing accountability metrics that brand owners and media representatives need to confirm that their Internet Advertising expenditures are cost effectively reaching brand targets.

Until now, Internet usage data for the Puerto Rico market has been limited to periodic ad-hoc research studies and website traffic counts sometimes provided by website operators without demographic detail. Ad-hoc surveys often suffer from sample limitations and are outdated soon after being released. Website generated traffic counts fail to distinguish between 100 persons visiting a webpage once and one person visiting the same webpage 100 times. For advertisers expecting to achieve high levels of reach with their Internet ads, knowing the unduplicated webpage views for each age-sex demographic group is critically important to the ad placement decision.

comScore Media Metrix utilizes a consumer panel approach to gathering Internet usage data and is therefore able to un-duplicate Internet usage activity at each individual website and provide comparisons of user demographic profiles for each Puerto Rico website. The comScore Media Metrix Global Internet Panel consists of more than 2 million Internet users, approximately 4,000 of whom currently reside in the Puerto Rico market. The Internet reporting service available under the Mediafax-comScore agreement is based upon the Internet usage of Puerto Rico comScore Media Metrix panel members whose usage activity is projected to the total Puerto Rico Internet user population. comScore Media Metrix also provides website specific Internet category profiles such as retail shopping, financial services, automotive, real estate, entertainment as well as many others. Thus, for example, with access to Media Metrix reports a financial institution would quickly determine which local Puerto Rico website is able to efficiently reach financial services users.”