This is a paper on audience fragmentation in television. It explains the ramifications that television and cable advertisers face due to audience fragmentaion.

With new digital advances in the television industry, stations are growing in numbers and variety. With the hundreds of channels that are available, niche stations make up the majority of them. While these changes may be positive for the viewers, it has a negative impact on the companies that advertise by means of commercials. The idea of mass television as we have come to know is becoming obsolete. Instead, stations will concentrate on a more …

…their product is reaching their specified market if they air a commercial on the Golf Channel. The rise in audience fragmentation on the television industry may be beneficial to viewers, but the economic perceptive of advertising as a bulk is not profiting. It is more difficult to reach as many consumers with niche channels than with mass television and the probability of sticking to one station long enough to catch commercials is lower than ever.