What is the meaning of audience fragmentation?
audience fragmentation. Dictionary of Marketing Terms for: audience fragmentation. audience fragmentation. division of audiences into small groups due to the wide spectrum of media outlets.
What is the difference between fragmentation and segmentation?
It is often assumed that fragmentation involves the creation of audiences that are less internally heterogeneous as they become smaller, but that is not necessarily the case. Indeed, the level of homogeneity of the audience prompts a need for additional terms. Segmentation can be used to describe fragmented audiences that are internally homogenous.
Why is the viewing audience for California TV stations fragmented?
This leaves a fragmented viewing audience in that consumers in California usually cannot avail themselves of services delivered in New York. Additionally, viewers now have the opportunity to watch two or three times as many television stations as in the past, so that audience size for any one local station is likely to be smaller than in the past.
How are media outlets able to segment the audience?
Media outlets are able to segment the audience when (1) they specialize their products to meet the demands of the desired audience and (2) people specialize their outlet and content selection purposefully. Some observers have decided that successful segmentation of a populace results in polarization,...
What is an example of audience fragmentation?
A situation in which viewers of a television program live in vastly different areas. For example, people in New York and Alaska can watch the same television channel and see the same show. Audience fragmentation has become more common since cable has become popular.
What is audience fragmentation in advertising?
Audience fragmentation. The division of the available audience between ever increasing numbers of media options. Faced with more and more choices, the audience has a tendency to disperse among the different media options, leaving each option with a smaller share of the audience.
Why is audience fragmentation important?
A fragmented audience is more difficult to reach with advertising. Knowing the factors that determine audience fragmentation could be important for advertisers who are trying to send marketing messages to a certain group of consumers, as well as for programmers designing entertainment targeted at different groups.
How do you overcome audience fragmentation?
To overcome audience fragmentation, our communication channels must tell a consistent story and mutually reinforce each other. This approach relies on: The foundation of a strong brand strategy. Your brand positioning and attributes will help you build your institution's unified and cohesive messages.
How is media fragmentation related to audience behavior?
With increasing fragmentation, advertisers are choosing media based upon their ability to deliver specific target markets to maximise return on media expenditure. In doing so, they rely upon the claims of media providers (whether in part or in full) about how their audiences differ from those of competing offerings.
What does media fragmentation mean?
Media fragmentation refers to the splintering of audiences and information outlets in the network society's choice-rich environment.
How has increased fragmentation impacted media planning?
With increasing fragmentation, advertisers are choosing media based upon their ability to deliver specific target markets to maximise return on media expenditure. In doing so, they rely upon the claims of media providers (whether in part or in full) about how their audiences differ from those of competing offerings.
What is audience erosion?
The Wall Street Journal recently ran an article entitled "TV Networks See Key Audience Erode" that describes how -- while the overall TV audience is growing -- the number of viewers in the key demographic of 18-49 is steadily declining.
What do you mean by audience segmentation?
A marketing strategy based on identifying subgroups within the target audience in order to deliver more tailored messaging for stronger connections. The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education.
How is today's media environment fragmented?
The audience's attention is fragmented across multiple channels and outlets. People watch television with one eye while they are reading a news story on their tablet computers; they browse the Web at work with the radio playing in the background; and they hop between different social media apps on their smartphones.
How does media fragmentation impact on the ability to reach today's consumers?
For consumers, the trend of media fragmentation means increasing choice between and consumption of a range of media — including online, mobile, television, radio, print and more. For marketing and sales professionals, media fragmentation can create increased difficulty in reaching target audiences.
What strategies should a manager do in a fragmented industry to withstand the business?
Competitive Strategy in Fragmented Industries Common approaches to overcome fragmentation include standardizing the diverse market needs, recognizing trends early, creating economies of scale, or an experience. Conduct a full industry analysis to determine the structure of the industry and the position of competitors.
What is fragmentation in media?
Fragmentation is a broad term used to describe the transition of a population from one comprised of few large audiences for any one media product to another comprised of more numerous smaller audiences. In general, the number of people in the population attending to products need not change. Rather, fragmentation is assumed to result ...
Why is segmentation used in media?
Segmentation can be used to describe fragmented audiences that are internally homogenous. Media producers typically find such audiences desirable for the purposes of grouping people for advertisers.
What is market segmentation?
As a result, market segmentation is often a term used to describe media outlet strategy. Media outlets are able to segment the audience when (1) they specialize their products to meet the demands of the desired audience and (2) people specialize their outlet and content selection purposefully.
