Riche Niches: No Time to Freak Over Media Fragmentation

In Carol's latest article for the International Licensing Merchandiser's Association (LIMA), she explains why brand marketers can't afford to be freaked out by media fragmentation.

Just when you thought the cost of television airtime couldn’t climb any higher, thirty-second spots for last Sunday’s Super Bowl XLVI clocked in at a record average of $3.5 million. Although stratospheric, these bucks came with a huge bang, as the NFL anticipated scoring its largest television audience ever with a projected viewership of more than 111 million. While the go-big-or-go-home spend for primetime Super Bowl ads is a top story every February, it’s the NFL’s decision to stream the game live online for the first time that may provide the most interesting subtext from Sunday’s game.

In recent years, the NFL, like many brands, has been aggressive in its efforts to expand globally. By streaming the action online, it will open the door to millions of fans abroad and allow social media to play an even larger role across its viewership. That’s a stark contrast from the days when brands built value by funneling fans’ rapt attention into a single medium. How well the mindshare game is played across different platforms will set the tone for media spends for the rest of the year — and not just for the NFL.

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