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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