It's no secret that media is changing. One consequence from the change is television audiences are becoming more fragmented. Even if the overall pie keeps growing, the slices keep getting smaller and smaller.
As purely anecdotal evidence, here are the television ratings for the series finales of 'Lost' and 'Seinfeld', both mega hits that were the most popular show in their day.
In 2010 'Lost' reached an average of 13.5 million viewers. 'Seinfeld' totaled approximately 76 million viewers.
How will marketers adjust?