Thursday June 4, 2020

With audience stats, the referee and the player can’t be the same

Lies, damned lies, and audience statistics

6th November, 2016
Martin Sorrell, chief executive of WPP

In the world of digital publishing, there are lies, damned lies and audience statistics.

It’s a tribute to Comscore, the recognised leader in providing such data to advertisers, that so many of its clients now simply use the company’s name as shorthand to describe the information it provides.

So when a publisher such as Business Insider casts doubt on those statistics by stating that “true audience reach” is not captured by...

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