TV Advertising: How marketers must deal with fragmentation and maximise reach
When the characters Marty McFly and Doc. Brown set off for the future in Back To The Future Part 2 it was October 1985 and the most popular program on television was NBC'S The Cosby Show, with a rating of just under 34. Had the two time travelers flicked on the tv at their destination 30 years in their future, they would have found 2015's most popular show, The Big BangTheory on CBS, had a rating of only seven.
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