Broadcast TV Ratings Start to Strain

BROADCAST TV RATINGS START TO STRAIN
[SOURCE: AdAge, AUTHOR: Brian Steinberg]
Sanford C. Bernstein media analyst Michael Nathanson found through the end of the fourth quarter, broadcast-network prime-time audiences between the ages of 18 and 49 -- the favored advertiser demographic -- are off 11% on live-only viewing. More ominous: The return of some shows that were on hiatus due to the strike hasn't sparked an uptick in viewers. Jay Leno and David Letterman are back on the air, but viewers between the ages of 18 and 49 were off 11% for "The Tonight Show" compared with a year earlier for the program's first three post-hiatus nights starting Jan. 2, according to Aegis Group's Carat. Viewers in that category were flat for "The Late Show" for the same period. The strike has the potential to exacerbate some of these conditions. "It has definitely gotten dangerous," said Steve Farella, president-CEO of TargetCast TCM. Advertisers often worked for months to line up promotions around events such as the Oscars, the Golden Globes or even a prominent episode of a hit show. The writers' strike means networks can't guarantee those events will air or even bring in the numbers of people marketers expect. The networks face their strongest test in the weeks ahead -- proving their writer-less offerings can still draw people.
http://adage.com/mediaworks/article?article_id=123049