Final answer:
Media planning today is more complicated due to the increasing fragmentation of the audience and the challenges of reaching diverse consumer segments in an oligopolistic media environment dominated by a few corporations.
Step-by-step explanation:
One reason why media planning is a more complicated process today than it was 10 years ago is the increasing fragmentation of the audience. The media landscape has evolved significantly, with consumers now having the ability to bypass traditional advertising channels through various technological means.
From digital recording devices that skip television ads, to the rise of new media platforms that offer interactive information exchange, advertisers must contend with a more diverse and segmented market.
Furthermore, the phenomenon of media consolidation has led to an oligopolistic environment where a handful of corporations own the majority of media outlets, potentially limiting the diversity of viewpoints and complicating the task of reaching different demographic segments.