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Advertising is still sold based on the number of viewers within three or seven days of an episode airing, but audiences are taking their sweet old time when it comes to actually watching those shows.
Alan Wurtzel, NBCUniversal's president of research and media development, discussed new audience behaviors Tuesday with reporters at the Television Critics Association's summer press tour in L.A.
Wurtzel's team conducted a study in July with 18- to 64-year-olds who watch at least one hour a week of TV programming on any device.