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A new analysis from Interpublic’s Magna shows that the TV audience for the big four networks (ABC, CBS, NBC and Fox) continues to shrink this season as viewers shift to cable TV.
Steve Sternberg, Magna’s evp audience analysis, writes in a report issued today that “all broadcast viewing among adult age groups is down between 5 and 10 percent from last season…Ad-supported cable has picked up virtually all of the defecting broadcast viewers.”
Among the big four networks, Sternberg, wrote, the ratings races among the key adult demos of 18-49 and 25-54 are “up for grabs,” although he notes that CBS maintains “strength” among viewers 35-plus, while Fox maintains an edge among viewers under 35.
Looking ahead to next season, Sternberg said that ABC, which tends to focus singularly on attracting women to the network and has led in at least one of the key female demos for several seasons, might be dethroned....
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