Digital Crash Course Video: Where Have TV's Eyeballs Gone?

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Changing audience behaviors are upending traditional ratings systems with consequences reaching far beyond the hunt for new viewers.

In fact, for the fourth year in a row, every Big Four broadcast network will finish the season with less than a 3.0 rating among 18-to-49-year-olds. And live viewership for the networks has dropped nearly 30% since the 2008-09 season.

The migration away from traditional viewing is impacting not only the value of advertising across all platforms, but how those ads are bought and sold.