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Home > Screenings > > The bearable lightness of TV viewing

CREDITS

People: Kris Magel
Companies: Initiative
The bearable lightness of TV viewing



On-demand is exploding, whereas live TV is showing signs of decline, Magel argues. Meanwhile, advertisers who only target people whose viewing can be described as ‘heavy’ are missing out on opportunities for reaching those whose consumption was previously seen as ‘light.’

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