By Kevin McGehee, VP Analytic Consulting, Ipsos MMA


Everyone knows that broadcast (and even cable) television viewership is on the decline. It has been this way for quite some time and there are a few related reasons behind the decline, but the primary issue is simply this: viewership fragmentation. We all know that the TV landscape has changed dramatically in the last 5-10 years, with changes accelerating even more due to COVID-19. Streaming services are now offering even more custom-tailored, on-demand viewing experiences for a lower price than traditional cable subscriptions, which has led to more fragmented viewership than ever before. So, what does this mean for marketers?

After speaking with many industry leaders and CMOs about the evolving television landscape, it is both the best of times and the worst of times for brands. On one hand, some brands find the evolving landscape challenging and are frustrated by the risks and inefficiencies with linear TV. On the other hand, many brands view fragmentation as an opportunity to rethink their approach to planning; these brands typically maintain a stronger foundation of data and analytics to remain nimble, making shifts like this far easier to navigate. This article explores the causes of fragmentation, provides an overview of the current TV landscape, and identifies how marketers can shift strategies to capitalize on the opportunities this fragmentation provides.

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What is causing the fragmentation of television?
What does the TV landscape currently look like?
How are marketers taking advantage of today’s video landscape?
What is the role of data and marketing analytics?