TELEVISION VIEWSHIP DECLINES
"Mom's rock, but are hard to reach with mothering activities diminishing media time." - 2011 Nielson Reports
TV is now accessed through the web and Smartphones. The TV has become a modern-day computer.
Television was the dominant mass media in the 20th century. Cable TV now competes with local networks for morning and evening viewers. Consumers can conveniently access any news story by reading blogs or visiting various news websites.
Television's aging audience is less appealing to advertisers trying to reach the Y Generation. Commercials are fragmented on over 120 different channels. Production is costly and difficult to change.
With the release of new technologies such as the digital video recorder (DVR), rating systems have shifted to a three-screen analysis: TV screen, smartphone screen and computer screen. The compiled demographics from TV ratings are limited due to new advances in technology.