Facebook Claims Reach Is Higher Than Census Numbers: Analyst

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Facebook’s Ads Manager claims its reach among certain age groups in the United States is more than the number of individuals who actually exist in those age groups, according to an analysis from Pivotal Research Group. For example, the Ads Manager platform reports a reach of 60 million Americans between the ages of 25 and 34, but according to U.S. Census data, there are actually 45 million Americans in that age group as of last year.

“Measurement issues at Facebook have been top-of-mind…over the past year given revelations around over-stated average video viewing time, video viewing completions, miscalculations of organic page reach and other data which impacts how budgets are planned,” the Pivotal report states, adding that the disparity between “reach” data and Census numbers is “not widely known.” Read more at PIVOTAL RESEARCH GROUP.

{Matzav.com}

3 COMMENTS

  1. Why is anyone surprised? I personally know more than half a dozen people in that age group who have multiple facebook accounts. For the cencus they are counted once. Facebook “reach” each account is counted once.

  2. Maybe the discrepany is due to the many illegal immigrants using Facebook.
    Also, there are many people in the population, who weren’t counted in the census, for various reasons.

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