Beyond the Headlines: Unpacking Common Narratives in Media and Advertising

August 28, 2019
Industry News
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The media industry continues to experience significant changes in the way brands, agencies and content owners engage and interact with audiences. Technology is evolving at a rapid pace, brands are aligning themselves with activist causes, legacy buying practices are being called into question, and the lines between platforms continue to blur.

These developments have given way to several bold proclamations within the industry – but do these assertions accurately reflect what’s happening in the marketplace?

In our most recent whitepaper, Comscore took an in-depth look at three common industry headlines to help marketers and media companies better understand the nuances and data behind these narratives:

  • Do stereotypes help advertising? (Not always! Today’s audiences are more diverse and advanced than ever before).
  • Is activism good for business? (It’s incredibly nuanced! Consumers are generally ambivalent to brands taking a stance).
  • Is TV dead? (Not even close! TV still dominates in terms of reach and engagement). 
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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