Turning off the tube

Abu-Shalback Zid, Linda
May 2004
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p4
This article discusses the results of a study conducted by Nielsen Media Research in November 2003, which investigated the television-viewing attitude of men in the U.S. The ratings concluded that men age 18-34 watched 7.7 percent less, or 270 fewer seconds of prime-time television programming a day than they did in 2002. For advertising-supported network and cable television channels, with more than $37 billion in annual revenue, men age 18-34 account for about $4.3 billion. This translates to every minute that young men do not watch prime-time programming, carrying a potential value of about $77 million across network, cable, national syndication, and national Hispanic television channels.


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