What Fragmentation Means for 'Critical Mass'

As marketers expand the number of channels, the landscape will become more fragmented.  While these audiences may appear larger in aggregate, they are actually smaller in real terms.  For example, although consumers are watching more TV, they are splitting their time between multiple screens and spending less time on any one channel.  This is changing the concept of gaining a 'critical mass' within a channel because digging under the surface exposes a fragmentation into micro-audiences.  Marketers must change their strategies to keep up with this trend, and come up with creative and efficient ways to stand out.

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