Total TV viewing fell about 10% from a year earlier in the third quarter and about 9% in the fourth quarter, according to an analysis of Nielsen data by Sanford C. Bernstein. Bernstein numbers show that the malaise has persisted into the current period, with total viewing so far in the first quarter down about 12%, according to a March 9 research note. “We believe the U.S. television industry is entering a period of prolonged structural decline, caused by a migration of viewers from ad-supported platforms to non-ad-supported or less-ad-supported platforms,” wrote Bernstein analyst Todd Juenger.
Media +Technology Intelligence
