Comscore: linear TV should ditch age and gender for buying currency
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.
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 · Chandra Riccio Manager, Client Success Comscore · read the original.
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