As the media industry plans for a future without third-party cookies, many are quick to jump to the implications for advertisers and their digital marketing efforts to stay connected with consumers. But the implications are just as meaningful for publishers.

The proliferation of technology, devices and content over time has also allowed media to reach more of us each week than ever before. When comparing which platforms reach the most Americans today, legacy platforms lead the way, with radio and TV topping the list, followed by smartphones.

Access and convenience are two key factors that determine how people consume media at different times. So, is prime time still relevant in this era of device fragmentation? The answer is a resounding “Yes.”