comScore’s huge database of online consumer behaviour really comes to life when analysed in Telmar survey time software. In this analysis we’ve looked at consumer promiscuity within content categories and found that, despite the bigger categories usually having more competition, they are more likely to be dominated by their top 3 sites.
Despite what you may hear on some conference platforms, big media brands aren't just a legacy idea that digital media has swept aside. Evidence from the only true cross-platform measurement system shows us that the more a content category becomes established in public popularity, the more people gravitate towards the top three sites in that category.
For brand advertising planners, this suggests a number of things:-
This analysis is made possible by Telmar's Survey Time software, which is already available to a large number of agency and publisher research and planning teams.
If you have any questions please get in touch and we will be more than happy to help.
© 2018 UKOM Ltd. No reuse without permission.