Abstract:

Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal the end of mass market television. American viewers continue to watch more than twenty-eight hours a week. This audience is simply being divided up into smaller pieces and is being sold by more suppliers. The author suggests fragmentation is opportunity, not misfortune. It can improve targeting, lower CPMs and even lower the cost of buying reach. The challenge is to adjust our thinking - and our planning and buying techniques - to the new reality.