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# Can Convergent TV Fight Fragmentation?
- URL: https://tvrev2beta2.ghost.io/can-convergent-tv-fight-fragmentation/
- Published: 2022-11-15T19:08:08.000Z
- Updated: 2022-11-15T19:08:08.000Z
- Author: John Cassillo
- Tags: Innovid, #sqs, #Import 2026-09-03 20:44, Data

In a new report, [The Great Unification of Converged TV](https://info.innovid.com/2022-unify-converged-tv?utm%5Fcampaign=2022%5FUnify-Converged-TV&utm%5Fsource=employee&utm%5Fmedium=general-sharing), Innovid reveals the biggest pain points of a converged TV market according to advertisers the company surveyed. Viewership fragmentation (40%) is the largest source of headaches, followed by creative personalization (37%). Though one could also argue that these are also opportunities to deliver ads to more clearly defined audiences. Some related findings in the report:

- 92% of respondents said a unified view of converged TV reach and performance was important/very important.
- 89% felt that data ownership was the biggest problem preventing advertisers from getting a unified view of convergent TV.
- 62% responded that improved ad relevance was the top benefit for a unified view, as we alluded to above.