Nielsen Media Research, New York, said 9.7% fewer adults 18 to 34 are watching TV this season thus far compared to last season. For adults 18 to 24, viewing is down 11.5%. Nielsen was responding to criticism, primarily from NBC, that the lower numbers in young adult demographics were the result of problems with Nielsen's sampling. The issue is a fundamental one for many advertisers that target young viewers. Nielsen did not say what young adults who were not watching TV were doing.
Copyright December 1998, Crain Communications Inc.