Point of view: Small media are different

This article discusses the benefits and drawbacks of advertising through small media, and argues that more research is required to properly understand how the digital revolution has fragmented media.

Point of view: Small media are different

Byron SharpEhrenberg-Bass Institute

Who watches the really low-rating TV programmes? Answer: the people who watch everything. Ever since TV began, most people have watched less than the average viewer. That's because the average viewing statistic is inflated by a small group of very regular TV viewers, people who for some reason are home a great deal of the time without much else to do. Needless to say, unemployed and retired people see more advertising. Also, the older that people get, the more they tend to watch – young people, especially children, have...

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