Comscore Social Incremental Audience

Hearst
Andrés Argeñal
Andrés Argeñal
Senior Client Insights
Comscore
Comscore integrates social media audience data with traditional digital measurement of domains and apps, providing clients the full picture of their total audience size and demographic composition to optimize their strategies.

Discover your true audience by integrating the incremental reach provided by social media, deduplicated and with detailed demographics. Below, we outline the success story of Hearst, an editorial group that, in its quest to enhance its marketing strategies, achieved a detailed analysis of the age demographics of its online audience across all channels thanks to Social Incremental.

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The Scenario

Hearst, a leading magazine publisher, wanted to understand the total size of their audience and grasp the demographic composition of their digital and social media followers to create more effective marketing strategies.

The Solution

Thanks to Social Incremental, we have merged social and digital audience data, providing this premium publisher with a comprehensive view of the total size of their audience across platforms and demonstrating the actual demographic composition by merging two channels with different audiences.

What is the incremental reach from social media?

In May 2024, Hearst reached 39.7% of the Spanish internet population, and after including social media audiences, they reached 54.4% of the population (nearly an additional 15% coverage).

Demographics of Desktop and Mobile (Digital) + Social:

It is evident that the platforms complement each other, In the digital realm, the predominant audience consists of individuals aged 55 and over, representing 38.9% of the visitors. On social media, however, the main segment comprises individuals aged 25 to 34, who make up 25% of the visitors. In the digital sphere for Hearst, people over 45 represent 60% of the audience, whereas on social media, roughly 60% of the audience falls between the ages of 15-44. Understanding audiences allows media owners to execute more effective marketing strategies.