The Role Of Niches And Elites In TV Audience Fragmentation
A preliminary case study
David LeRoyTRAC Media Services andStacey Lynn KoernerInitiative Media
The litany about fragmenting TV audience, especially in the United States, is by now quite familiar. Each year the networks' share of viewing decreases while the levels of viewing remain fairly consistent. Even the larger, more established ad-supported cable channels are beginning to lose audience. It is assumed that the viewers are going to other channels, most of which are specialty or niche channels (e.g., food, spirituality, financial news, car racing).