Identifying audiences via TV, internet and news consumption patterns

Digital media and cultural content have exploded in volume and variety, making it difficult to know where and how to reliably reach and engage citizens and communities. Traditionally, communicators use demographics as a proxy for audience, because data about age, race, and gender are relatively easy to get. But "audience" is not defined by age, race, or gender; audience is a group of people who engage with the same cultural content. Big data allows us to identify  true audiences so you can  reach people where they are in the culture.