Why Are Women Turning Off Morning TV?

By Brian 

“Female viewers are crucial — especially when it comes to the morning programs, designed specifically to appeal to mothers who manage their family’s spending.”

But “this season has seen a significant erosion of the morning shows’ demographic sweet spot: 25- to 54-year-old women,” Matea Gold writes in today’s LAT.

“Almost 450,000 of these women — coveted by advertisers because of their household purchasing power — turned off the three broadcast morning programs so far this season, a decline of 10% compared to the same point last year, according to a Times analysis of Nielsen Media Research data. (Male viewers the same age also fell by 9%, but they make up a much smaller portion of the audience.)”

Why? Here are some of the theories…