Addressing mass audiences at scale in 2020

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


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 (

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands