Broadcast to Narrowcast: How to reach today's TV viewer


The way in which consumers watch TV has become fragmented across multiple devices and viewing programs.

As the ways that consumers engage with television changes, brands must modify their marketing strategies to ensure they continue to reach their target audiences. They should also consider new opportunities that the evolving state of TV viewership provides them to expand their reach.

This report provides an analysis of the current state of TV viewership in the US, outlines how different segments watch TV, offers a defense of traditional TV advertising, and explores how people choose which programs to watch.

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