I know they have a quantum computer, Watson AI, and that Power architecture...but isn't IBM primarily a sales and consulting company? at least, by revenue and headcount?
Anything that publishes content for public consumption to get advertising revenue is a media company. Google publishes search results to get ads. Facebook published your information for ads. Twitter publishes your tweets for ads.
I heard on the radio that someone proclaimed Facebook is now a media company...no, they've always been a media company.
According to Wikipedia, they are also the world's largest industrial research organization.