the rise of fragmentation on tv - simulmediathe rise of fragmentation on tv: reaching audiences...

1. hps://techcrunch.com/2010/01/30/context-is-king-how-videos-found/ 2. hp://www.tvhistory.tv/facts-stats.html Nielsen Average Channels Tuned Report Feb 2017 Logos courtesy of: hp://logos.wikia.com/wiki/Category:Television_networks_in_the_United_States hps://en.wikipedia.org/wiki/List_of_United_States_over-the-air_television_networks SOURCES: * Graphic represents examples of networks launched by decade. Not intended to be a comprehensive list. DECADE BY DECADE The Rise of Fragmentaon on TV: Reaching audiences isn’t as easy as it used to be Prior to the 1990s, TV adversers had a prey good chance of reaching their target audience simply by buying an A25-54 demo. Aﬅer all, there weren’t that many networks. But in the years since, more programming aimed at speciﬁc audiences has led to fragmentaon and today the average American home gets nearly 200 TV channels. This has resulted in falling viewership at some of the top networks, while the boom 25% of networks have seen viewership increase 21% from 2011 to 2016. With more programming opons, a brand’s target audience can be found across more channels than ever before, and yet, many brands sll buy media on only a handful of networks—just as they did back in the good old days. It’s me for a new approach that makes TV’s audience fragmentaon work for you, not against you. Adversers are ﬁnding their target customers wherever and whenever they’re watching by using technology. In this way they are maximizing their campaign’s reach, more accurately assessing TV’s impact on sales, and ulmately generang superior business results. Visit www.simulmedia.com/makemytvadsperform to contact us and see how we can help drive beer results for your TV adversing. In 1952, more than 30% of American households watched NBC during prime me. Up unl 1990, you could buy a 30-second spot on CBS, NBC or ABC and reach nearly every U.S. household. By 2010, NBC’s prime me reach was just 5%. 1 Did You Know? # of U.S. TV Households 2 1950 1960 1970 1980 1990 2000 2010 2017 4M 46M 60M 80M 93M 102M 116M 120M Average # of TV channels received in U.S. Households 1 200 151 72 27 10 7 6 3

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Page 1: The Rise of Fragmentation on TV - SimulmediaThe Rise of Fragmentation on TV: Reaching audiences isn’t as easy as it used to be Prior to the 1990s, TV advertisers had a pretty good

1.https://techcrunch.com/2010/01/30/context-is-king-how-videos-found/

2.http://www.tvhistory.tv/facts-stats.html

Nielsen Average Channels Tuned Report Feb 2017

Logos courtesy of: http://logos.wikia.com/wiki/Category:Television_networks_in_the_United_Stateshttps://en.wikipedia.org/wiki/List_of_United_States_over-the-air_television_networks

SOURCES:

* Graphic represents examples of networks launched by decade. Not intended to be a comprehensive list.

DECADE BY DECADE

The Rise of Fragmentation on TV:Reaching audiences isn’t as easy as it used to be

Prior to the 1990s, TV advertisers had a pretty good chance of reaching their target audience simply by buying an A25-54 demo. After all, there weren’t that many networks. But in the years since, more programming aimed at specific audiences has led to fragmentation and today the average American home gets nearly 200 TV channels.

This has resulted in falling viewership at some of the top networks, while the bottom 25% of networks have seen viewership increase 21% from 2011 to 2016. With more programming options, a brand’s target audience can be found across more channels than ever before, and yet, many brands still buy media on only a handful of networks—just as they did back in the good old days.

It’s time for a new approach that makes TV’s audience fragmentation work for you, not against you. Advertisers are finding their target customers wherever and whenever they’re watching by using technology. In this way they are maximizing their campaign’s reach, more accurately assessing TV’s impact on sales, and ultimately generating superior business results.

Visit www.simulmedia.com/makemytvadsperform to contact us and see

how we can help drive better results for your TV advertising.

In 1952, more than 30% of American households watched NBC during prime time. Up until 1990, you could buy a 30-second spot on CBS, NBC or ABC and reach nearly every U.S. household. By 2010, NBC’s prime time reach was just 5%.1

Did You Know?

# of U.S. TV Households2

1950196019701980199020002010 20174M46M60M80M93M102M116M120M

Average # of TV channels received in U.S. Households1

200

151