tcp-server broadcast question

hi,

am i right that when tcp-server does 'broadcast' a message,
actually it will generate as many messages as there are connected clients?

i'm asking this because i have to send a few bytes to a number of tcp-clients frequently,where for each client the data are different.
my idea was to broadcast an overall package, and the clients sift out there specific bytes.

but if tcp-server does indeed multiply the broadcast message, it's probably more efficient /overall 'cheaper' to send a separate message for each client containing only their specific bytes.

rolf