Audience Fragmentation

Audience Fragmentation

A situation in which viewers of a television program live in vastly different areas. For example, people in New York and Alaska can watch the same television channel and see the same show. Audience fragmentation has become more common since cable has become popular. It has made advertising more difficult because, for example, shoppers in New York and Alaska might not shop at the same grocery chain.
References in periodicals archive ?
Alex White, vice president of product strategy at Sizmek, said, "Increasing audience fragmentation has made it more difficult to effectively deliver the right message across multiple devices in a way that's relevant to a specific user.
The release of Jason Isbell's Something More Than Free was as much of a mainstream media event as one can expect in this age of audience fragmentation.
Hacking Big Data and Analytics In the digital advertising world today, marketers are faced with an overwhelming level of inventory and audience fragmentation.
A final note about audience fragmentation is that, even though U.
Digital content has led to increasing audience fragmentation, and which is reflected in the options that have opened up for advertisers.
With video now being consumed across multiple devices and the resulting audience fragmentation, it is more important than ever for content providers to understand the viewing behaviors of their audiences.
According to the French broker, Mediaset's current stock price implies an 18% ad revenue rise in the next two years, which is highly uncertain given the group's market shares and weak operating trend, additionally affected by an unfavourable economic environment, audience fragmentation and competition in the pay-TV segment.
In a world defined by media and audience fragmentation with more than one million web publishers carrying advertisements and billions of impressions bought and sold every day, content is a necessary data point for trading media.
In a sense, NBC would become a pioneer again, as it seeks to stay relevant amid intensifying audience fragmentation.
In a sense, NBC would be-come a pioneer again, as it seeks to stay relevant amid intensifying audience fragmentation.
Delegates will be able to learn from TV5MONDE's case study on how it has coped with the challenges of audience fragmentation, multi-platform media consumption, and increased international competition, by turning its distribution network into profit.