Monday, November 26, 2012

Media: Smaller Audiences Despite Longer TSL

Decades of channel expansion have made fragmentation an indelible feature of the marketing landscape. One of the curious qualities of fragmentation is that it yields audiences that appear large in aggregate form, but are actually smaller in real terms. This quality tends to hold true regardless of channel.

For example, more consumers watch TV, and indeed, by eMarketer’s calculations, watch more of it, but those larger audiences are dispersed across multiple screens, or stream TV content to their PCs and smart devices. With rare exception, the mass audience accustomed to appointment viewing is long gone.

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