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# Comscore argues linear TV should ditch age and gender as default currency
- URL: https://www.medianexis.com/comscore-argues-linear-tv-should-ditch-age-and-gender-as-default-currency/
- Published: 2026-10-22T16:04:06.000Z
- Updated: 2026-10-22T16:04:06.000Z
- Description: Comscore is reporting that linear television is beginning to adopt digital’s audience-buying playbook, shifting from broad age-and-gender demos toward qualitative attributes like purchase intent, lifestyle and brand affinity.
- Author: The Signals Desk
- Tags: Measurement, Chandra Riccio Manager, Client Success Comscore, Comscore argues linear TV should ditch age and gender as default currency

**Why it matters.** Buyers who keep demanding age-and-gender guarantees will find themselves negotiating against a currency the industry itself is working to retire.

*Signal from* [*comscore.com*](https://comscore.com/?ref=medianexis.com) *·* [*Chandra Riccio Manager*](https://www.medianexis.com/tag/by-chandra-riccio-manager/)*,* [*Client Success Comscore*](https://www.medianexis.com/tag/by-client-success-comscore/) *·* [*read the original*](https://www.comscore.com/lat/Prensa-y-Eventos/Blog/The-Slow-Death-of-Age-and-Gender?ref=medianexis.com)*.*