TV's Popularity on the Rise

Even though Americans are pushing domestic boxoffice revenue to new highs, an increasing number of them are indicating they'd rather save money and watch television. According to Deloitte's fourth annual "State of the Media Democracy" report, due out today, 34 percent of Americans cite TV as their favorite medium, up from 27 percent last year. Second through fourth, respectively, were Internet, music and books, all of which are perceived by the average consumer as being less expensive than a night out at the movies. While 71 percent of respondents say watching TV is one of their top media choices, only 22 percent listed going to the movies among their top 3. This year's results suggest that consumers are increasingly looking to stay home for their entertainment rather than open their wallets. Asked whether they are looking to scale back entertainment purchases, 72 percent of American consumers responded in the affirmative.