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Comscore is publishing a blog post arguing that linear TV should move past age-and-gender buying toward the behavior-based audience targeting digital has used for years, naming interests, purchase behavior, and brand affinity as better currencies for selecting programming.
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.