Comscore argues linear TV should ditch age and gender as default currency
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.
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 · Chandra Riccio Manager, Client Success Comscore · read the original.
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