Pity the poor media buyer. With audience estimates for various segments appearing minute by minute there is no time to reflect. Fortunately, algorithms do all the heavy lifting now. When the numbers change very little it is an opportunity to consider a leisurely cruise and dance with the robot.
The digital tipping point has certainly arrived. Platforms are convenient and well in hand, literally and figuratively. While choices remain very traditional new offerings get a hearing, so to speak, from those looking for something new. And, as usual, people are paying attention. They always have.
Broadcasters have long counted on young people for energy, boundless curiosity and a weld to the future. Old people are set in their ways and, today, that means so very last century. Adapting to the "shake it off" set transfixed on smartphones is now elemental, surprisingly simple and a great comfort to those adept. Mass audiences are, some say, a thing of the past. Still those who count are still counting.