TV’s Fragmented Landscape Has Made Reach Extension a Necessity (B+C Guest Blog)

Couple watching addressable advertising.

Madhive chief revenue officer Jon Kaplan (Image credit: Madhive)

For decades, advertisers loved linear television because it was a “mass reach” vehicle, with the ability to drive exposure with tens of millions of households during weekly tune-in events like Seinfeld, American Idol and Survivor. Now, those tune-in events primarily consist of sports and are nowhere near as big, besides the Super Bowl.