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Media fragmentation

Date of publication: November 11, 1996

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Authors: Elaine Safier, Caroline Stott

Abstract:

This paper will highlight the impact of media fragmentation on overall television viewing habits in the United Kingdom and describe how the viewing of pre-recorded videos fits into this environment. Findings from the VideoTrak service will be used to illustrate the profile and viewing habits of the video audience and how they compare to TV and satellite viewers. A case study will demonstrate the contribution video adds to a multi-media schedule and the benefits it can provide to advertisers. AH VideoTrak information is derived from the industry standard BARB TV audience measurement panel and is therefore totally compatible with data used to buy, plan, and evaluate television advertising in the United Kingdom.

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