Fragmentation exhibit #1
In 1985, the average TV viewer had 19 choices and viewed 5. This year, with 102 choices available, the average household views 15. This is according to new Nielsen data released at Mediapost’s Forecast 2004 conference. What was a 5-slice pie 18 years ago is now 15 slices. And we wonder why advertisers are looking for new alternatives. Postmoderns want what they want when they want it, and technology is making that happen. Internet useage is now equal to television viewing in homes with broadband, and that makes those slices even thinner.

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