Addressing mass audiences at scale in 2020

How brands should adapt to shrinking TV audiences in the age of media fragmentation.

Context

In February 2019, Ebiquity published TV at the Tipping Point, an evidence-based analysis of how shrinking linear TV audiences were affecting brands looking to build reach – a cornerstone of brand building.1 The study found that, while TV remains the go-to advertising medium to deliver mass audiences at scale, many people – particularly younger viewers – are replacing linear TV with online video, as well as broadcaster and subscription video-on-demand (BVOD and SVOD) services.

What’s more, TV at the Tipping Pointestablished that all audiences under the age of 55 are shifting viewing behaviour...

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