Missing Men

Ad Age (12-08-03)

But turn down the noise, and logic suggests a simple truth: Young men, early to adopt new technologies, are playing more video games, using more DVDs, doing more online-- and watching less broadcast TV.

The networks have tried to argue that viewership isn't dropping, it's all Nielsen's fault for measuring wrong. I like how they assume that the old measures were accurate and the new methods are flawed. Why couldn't it be the other way around? Maybe the past several years of ratings overstated the number of young men watching TV and the new measures now reflect that reality better?