…the number of people using TV in
the coveted 18-to-49 demographic was down 8% against the same time last year,
and for the first two nights this week usage is off 10%.
Ad Age also noted that among
millennial consumers (18-to-24-year-olds), viewing is down 20% against last
year, with 24% fewer men in this age group watching TV. The number of
18-to-34-year-old men watching TV is down 18% compared to the same period last
Over the summer, there was a broad
concern regarding cable companies and a loss of
subscribers to services like Netflix and Hulu.
And a report from Wall
Street analysts over the summer said TV networks were stuffing their
airwaves with commercials in an attempt to prop up revenue. That report said
ratings were down 9% over the prior year through July with ad loads
correspondingly increasing by 10%.