It's Only the Beginning – Linda Boland Abraham
summary
comScore presents cross‑media measurement results: 2014 marks a tipping point where smartphones and tablets take the lion’s share of digital time, millennials spend about 34% of TV time on digital while older cohorts still use traditional TV ~66%, and Olympic viewers who use more devices consume more total content. ESPN data shows traditional TV reaches ~30% of men 18+ and adding digital lifts reach by roughly 40 percent. The work targets unduplicated audience measurement and new 2015 products to follow audiences and money.
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chapters (10)
- 0:00Introduction
- 1:03Deceptive media headlines
- 2:29Digital measurement challenges
- 3:55Device and platform fragmentation
- 5:20Audience duplication and demographics
- 7:04Millennials' TV habits
- 7:45Mobile in digital media
- 8:29Cross-media reach expansion
- 9:55Future measurement and monetization
- 10:15Conclusion
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