When researching the amount advertisers should pay in a geographic area,Graham learned that the average television household now has upwards of 90 or more TV channels from which to choose.Graham believes the cost of television ads should be reduced because advertisements simply do not reach the large numbers of consumers they once did.This is an example of _____.

Question

When researching the amount advertisers should pay in a geographic area,Graham learned that the average television household now has upwards of 90 or more TV channels from which to choose.Graham believes the cost of television ads should be reduced because advertisements simply do not reach the large numbers of consumers they once did.This is an example of _____.

Quizplus · Accepted Answer

Audience fractionalization refers to the phenomenon of consumers becoming more diverse in their media preferences, with access to more channels and platforms, resulting in decreased audience concentration for any particular medium or program. Hence, Graham's belief that television ads should be reduced because they do not reach the large number of consumers as they once did is an example of audience fractionalization.

When Researching the Amount Advertisers Should Pay in a Geographic