TV Advertising: How marketers must deal with fragmentation and maximise reach

This article explores how brands are returning to TV once more, which remains a prime way to acquire customers, but the strategies that allow marketers to maximise reach are changing.

TV Advertising: How marketers must deal with fragmentation and maximise reach

Michael Zimbalist

When the characters Marty McFly and Doc. Brown set off for the future in Back To The Future Part 2it was October 1985 and the most popular program on television...