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# Comscore: linear TV should ditch age and gender for buying currency
- URL: https://www.medianexis.com/comscore-linear-tv-should-ditch-age-and-gender-for-buying-currency/
- Published: 2026-10-11T01:36:17.000Z
- Updated: 2026-10-11T01:38:07.000Z
- Description: Comscore argues that linear TV should move past age-and-gender demos toward digital’s behavior-based approach, buying programs by qualitative traits like purchase intent and brand affinity rather than broad demographic buckets alone.
- Author: The Signals Desk
- Tags: Measurement, Chandra Riccio Manager, Client Success Comscore, Comscore: decline of age/gender measurement

**Why it matters.** Buyers who keep demanding age-and-gender guarantees lose leverage against sellers now able to justify premiums with richer, outcome-linked audience data.

*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/por/Insights/Blog/The-Slow-Death-of-Age-and-Gender?ref=medianexis.com)*.*