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TV Viewer Erosion More Evident Than Ever
Based on live-only ratings for the 18-49 demo, the four networks are down 11 percent to a collective 13.4 versus last year, writes MediaPost. The drop - as measured through April 8 and not including the Super Bowl - follows three years of relatively stable viewing.
Fox has slipped the least, down to a 3.7 among 18-49s. ABC is down to a 3.3 from a 4.0, CBS is down to a 3.3 from a 3.8 and NBC is down to a 3.1 from a 3.4.
The sudden fall can be attributed to a variety of factors, says Brad Adgate, senior vp and corporate media director at Horizon Media: a rise in time-shifted viewing, a drop in multi-set viewing or a rise in Hispanic language networks. Other analysts believe that internet viewing of favorite shows has stolen viewers from live viewing.
Adding in time-shifted viewing via DVRs does help stem apparent erosion, but a drop in viewers is still evident. Viewers have not moved to cable or PBS, Adgate says, pointing out that cable ratings are relatively flat this year.