Despite - or because of - the widespread belief that audiences for all media are fragmenting, internet measurement firm comScore has re-organized its online advertising network data.

Audience data for ad networks can now be segmented into broad consumer-focused categories, comScore says, to give advertisers an increased sense of which website or network represents the best advertising opportunity. Unsurprisingly, the comScore numbers favor networks and sites that reach large numbers of people - and are also likely to charge the most.

comScore highlights such information's value when it comes to repurposing ads after major events, such as the Super Bowl or the Oscars.

comScore emphasizes that following such events, visits to sites in the newly categorized verticals will spike, giving advertisers a second bite at the consumer apple.