Fragmenting and Splintering Don't Equal Diminished Opportunity
We know TV is forever changed. Viewing is fragmented and will continue to splinter, but TV is not in decline. Instead, we have been pivoting from the old TV we consumers cherished, and which we marketers valued, to something even better.
Media consumption and TV viewing are increasingly personal. People watch what they want, when and how they want. From Roku to Apple TV to smart TV apps, streaming (nonlinear viewing) is here to stay, and "watching TV" is less about the device, the living room or the delivery method and more about the content. This is a measurement challenge and opportunity.
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