Where have all the young viewers gone?

Young viewers continue to abandon broadcast TV
New third-quarter ratings reported by Medialife show a precipitous drop in broadcast viewership among the 18–34 crowd. Why is anybody shocked by this? The drop-off included the youth-oriented Fox and the WB. The publication speculates young people are moving to cable, because youthful numbers are up for the top ten cable networks. The third quarter is always tricky to use as a bellweather, because it includes new shows, baseball playoffs and the like, but Deana Myers, a media analyst at Kagan World Media, says, “I think there will be a little migration back, but…A lot of people who left probably aren’t coming back.” What isn’t noted is how many of these young people are spending their time online as opposed to watching television.

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