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| Author: | Lin, C. |
| Title: | Audience fragmentation in a competitive video marketplace |
| Journal: | Journal of Advertising Research
1994 : NOV/DEC, VOL. 34:6, p. 30-38 |
| Index terms: | COMPETITIVENESS VIDEO INDUSTRY MARKETS |
| Language: | eng |
| Abstract: | This study set out to examine how the present competitive video marketplace fragments audiences along psychological and behavioral dimensions of their television viewing activity. Results suggest that level of audience activity varies according to the diversification level of one's home-video media environment. Moreover, those from a more abundant environment are generally heavier and more satisfied viewers than those from a less abundant setting. Diversification in home-video technology thus presents a challenge, as well as an opportunity, for advertisers entering a multifaceted, multimedia environment. |
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