Comscore's Proximic Publishes 2026 Flu Season Guide for Ad Targeting

August 24, 2026 · comscore.com

Comscore's Proximic unit published its 2026 Flu Season Guide as flu season approaches and consumer research into symptoms, treatments, wellness solutions and household essentials picks up. The guide sets out AI-driven contextual and predictive audience segments tied to that activity, including flu-fighters, caregivers, wellness shoppers and health-conscious consumers. Proximic frames the segments as a way for brands to identify where health-related intent is emerging and reach those consumers "at the moments that matter most." The guide also includes ready-to-activate audiences and customizable solutions that Proximic says are designed to drive stronger outcomes throughout the flu season.

Seasonal health and wellness campaigns get a ready reference point with Proximic's segment list, since teams planning flu season media can match creative and targeting to categories like caregivers or wellness shoppers without building audience definitions from scratch. Brands and agencies preparing flu season campaigns can review the guide to see which Proximic segments fit their plans before committing budget.