TEGNA Inc. is a media company whose purpose is to empower stories, share impactful investigations and provide marketing services through its 62 television stations and four radio stations in 51 markets in the United States. One of its flagship stations, WFAA – Channel 8 wanted to determine its reach among Hispanic audiences in the market. The goal was to see if they could tap into additional advertising revenue by demonstrating the reach into the Hispanic market, also known for being the fastest growing population in the U.S.