Fragmentation of the media is growing more complex with more ways for reaching a market. The chart below is indicative of the proliferating media options. It shows how media planning is becoming ever more complex. Each new medium entering the market place is a demand on a persons time. Fragmentation of the media is growing more complex with more ways for reaching a market. Exacerbating this situation is clutter — The average city dweller is exposed to +/- 5,000 advertising messages each day for about 240 products. Compounding the fragmentation and clutter issue is consumer apathy. In 1975, day after recall for a TV commercial was at 25 %. Today this is less than 2 %. The reality of this is that the media agency requires systems in order to analyse the ever expanding media opportunities.