To a child, television shows on the iPad are still television, but to Nielsen, it’s not: the company counts computer and mobile streams of shows separately, making it difficult for the television industry to get a handle on changing habits.
Accordingly, there is a growing sense of urgency within the industry to make online and mobile viewing as measurable as traditional couch-bound viewing. Ad-buying agencies are gradually moving some client money to the Web to reach the 20- and 30-somethings who are becoming harder to reach with traditional television.
But for three straight quarters, there have been declines in viewing among Americans under 35, even when DVR viewership is factored in, according to Nielsen data analyzed by The New York Times.
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