Comscore will no longer be Unidad Editorial's audience meter.

The publishing company of EL MUNDO, MARCA, EXPANSIÓN, TELVA and other headers has decided not to renew its agreement with the company due to "doubts" generated in the media market by its current model as it is "a limited and obsolete mechanism" , according to the company in its statement.

In this way, Unidad Editorial joins Prisa and Vocento, which had already given up staying within Comscore's parameters, to promote a change in audience measurement.

This change will come in January 2022 when the company GfK will be in charge of auditing digital audiences, after being chosen by consensus by the Monitoring Commission for the Digital Measurement Contest in Spain last March.

"It is increasingly inexplicable that Comscore sticks almost exclusively to an indicator of user volume, without providing information on the quality or loyalty of the audience, key in the current context of the media and its value with respect to the market advertising ", details in his outgoing writing Unidad Editorial, which bases this criticism on the fact that the company performs" its monthly measurements through a sample that ranges between 30,000 and 50,000 panelists, of which only a third correspond to mobile devices. despite the fact that mobile traffic is the majority for all the headers ".

In addition, the editor of EL MUNDO understands that there are other problems such as that the system "does not allow the exact identification of the reader who interacts from different devices, a common practice in the behavior of users, who connect to the internet from a PC, a tablet or a mobile phone indistinctly throughout the day. "

"The media sector is immersed in a revolutionary process of digital transformation, where the

data

and knowledge of users have made it possible to re-evaluate the relationship of the media with its different audiences," the letter continues.

A model in which EL MUNDO and Unidad Editorial have been pioneers with content subscription, which a few weeks ago already exceeded 60,000 digital subscribers.

To these should be added another 20,000 subscribers to the printed edition and the 30,000 that it contributes to the EXPANSIÓN communication group, a leading newspaper in economic, business and financial information.

According to the criteria of The Trust Project

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