"I think that once you have fragmentation, it's going to be hard to get people back. I don't think the habits are changing. I think it's going to continue to get more and more fragmented. If it's a habit that somebody turns on the news after dinner, that habit may continue, but that they're now going to pick up their tablet or their phone and scroll while they're watching the news, or they'll watch it in a different room. So I don't think it's just that they're not as captive of an audience as they once were." - Samba TV VP of Measurement Alyson Sprague-Shields
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