April 27, 2016 - comScore Report

The CNN Cross-Media Report

Adam Lella
Senior Marketing Insights Analyst

Senior Vice President, Marketing & Insights

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CNN Report

In today’s cross-media world, consumers not only have a vast array of options for what media content to consume, they also have more options than ever as to how they consume it. The consumer choice among TV, desktop or mobile depends on a number of factors, such as content availability, convenience and the individual’s personal preference at a specific moment. Given this fragmented nature of today’s consumer, media companies are maximizing their audience reach by building a strong content presence across multiple platforms.

To demonstrate how a cross-media brand reaches audiences on TV, desktop and mobile, we conducted an analysis for CNN, a brand with a strong and well-established presence on each of these platforms. Insights from the study show how:

  • A combined, unduplicated view of TV and digital audiences can demonstrate the total reach of a media brand
  • Cross-media unduplicated reach of that brand can vary by demographic
  • Total brand engagement depends on how many different media platforms a person interacts with

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