Comscore’s Media Metrix Multi-Platform suite now includes Social Incremental Audiences, a capability that measures incremental traffic across social platforms and shows deduplicated, person-level reach across desktop, mobile and social platforms.
This new tool provides benefits for both publishers and advertisers. It gives publishers a clear picture of the incremental traffic from their authenticated social handles across Facebook, Instagram, and X and enables advertisers to better target audiences. The new metrics available include social-only unique visitors, total digital unique visitors, mean and median visitor ages, and demographic reporting.
Bryan Segal (pictured) Comscore’s SVP Commercial, says marketers have struggled with the same thing that publishers have, spending tons of time and money in their social channels and content on social channels, yet they have no idea how many people and the demographics of the people that are actually aligning against this content. The new addition to the Media Metrix (MMX) Multi-Platform provides the answers.
Segal says he has been surprised at the sizes of the social media audience of some of the publishers that the new tool has uncovered. Some of them are equal to or greater than the publisher’s digital footprint. The data is also showing that social demographics are skewing way younger than previously believed. “This tool allows advertisers to be smarter in their media spend. It opens the doors for them to understand the justification of spending money with publishers or broadcasters on their social media channels, for doing branded content or sponsorship on social media. It opens up an opportunity for them to justify that.”
Since the integration of the Social Incremental Audience tool into Comscore’s MMX Multi-Platform, some publishers have found the mean age of their social-only audience was 6.5 years younger than their desktop and mobile visitors, showing that they are effectively reaching a new cohort via Facebook, Instagram and X.
Comscore’s Digital Industry Rankings will now report on the traffic inclusive of social for companies that have activated this complete measurement.
