Facebook’s Claimed Reach in the U.S. Is Larger Than Census Figures, Analyst Finds
Facebook ’s FB -5.72% measurement metrics face scrutiny again after a research analyst found the social network’s advertising platform claims to reach millions more users among specific age groups in the U.S. than the official census data show reside in the country.
Pivotal Research analyst Brian Wieser found Facebook’s Ad Manager claims to reach a potential audience of 41 million 18- to 24-year-olds in the U.S., whereas census data, most recently updated with a population estimate in 2016, indicates there are only 31 million people of that age group.
Similarly, among the 25- to-34-year-old age group, another key demographic for advertisers, Facebook’s potential reach estimate is also out of whack with census data. Facebook claims its platform can reach 60 million people in the U.S. in that category, while the census figure is 45 million.
https://www.wsj.com/articles/facebooks-claimed-reach-in-the-u-s-is-larger-than-census-figures-analyst-finds-1504711935