Uses a custom entity, [E] Foxnews.com, for Fox News against raw site-level property metrics, [S] for CNN.com. This is not an apples-to-apples comparison since a custom entity may contain a collection of other URLs that remain hidden. As it turns out, we learned from our inquiry to comScore that Fox News’ custom entity is also comprised of a variety off-site traffic assignment letters (TALs) and, as such, is not truly the audience of foxnews.com but instead is assigned traffic from other sites that is reallocated back to Fox News even though the visitor did not consume said content on foxnews.com.
The figure for CNN.com used by Pew also fails to account for the company’s apps, he says. “The data significantly misrepresents CNN’s digital audience,” he writes.
Pew tells the Erik Wemple Blog that it’s “in conversation” with CNN.