Comscore’s latest advertising report, created in partnership with Campaign, reveals that advertisers are missing out on valuable audiences

Comscore’s latest advertising report, created in partnership with Campaign, reveals that advertisers are missing out on valuable audiences. For example, during the 2018 World Cup, two thirds of FIFA’s UK YouTube audiences were male; female audiences however watched 77% more videos than their male counterparts. Females were also far more likely to visit specific online retail store categories.

LONDON, UK, 21 November 2019 – Comscore a trusted currency for planning, transacting and evaluating media across platforms, today announced the release of its latest report about advertising truisms and how marketers can overcome their biases with data-driven thinking to identify untapped opportunities.

“The report, created in partnership with Campaign, looks at a handful of common assumptions about audiences that can lead to sub-optimal marketing investments,” said Guido Fambach, Executive Vice President, at Comscore. “Thoughtful data analysis however can overturn or, more often, add layers of nuance and detail to the traditional understanding of specific advertising and brand audiences. Through simple, practical examples, in this report we show how advertisers and agencies can use the data to identify high-value segments, which are more engaged and more likely to convert.”

The report looks at, among other topics:

• How female and male audiences differ in the way they consume sports content, and their affinity to online retail.
• How different demographic variables help sketch a nuanced portrait of the audiences most likely to purchase luxury goods.
• How the different generations of audiences (Gen Z, millennials, Gen X) do not necessarily conform with the conventional wisdom about their relationship with cars.

To download a copy of Comscore’s “The Danger of Trusting Advertising Truisms” report please visit www.comscore.com/Advertising-Truism

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behaviour and make business decisions with confidence. A proven leader in measuring digital and set-top box audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, please visit Comscore.com.

Alex Gevers
Comscore, Inc.
worldpress@comscore.com