(VIDEO) Without Household-Level Data, ‘Average’ Frequency For Political Campaigns Can Be Scary: comScore’s Davidsen
|09/16/2016||Posted by BusinessMediaguide.Com under General World News||
WASHINGTON, D.C.-To get a sense of how the marriage of comScore and Rentrak has impacted political advertising, consider that in the 2012 election cycle six percent of the households the Obama campaign was targeting were exposed to 60 ads each week. But the campaign’s “average” exposure was 12 ads weekly.
“Average is a great number if you have no other number, but it’s a really scary number,” said Carol Davidsen, comScore’s VP of Political Technology, who who was the Director of Integration & Media Analytics at Obama for America from 2011 to 2012.
The reason for the undesired frequency disparity was that read more >>>