10 reasons the young men went missing

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1. Hispanic men not used to people meter (NBC)

2. Men living at home not pushing buttons (NBC, CBS)

3. Unemployed men not pushing buttons (NBC, CBS)

4. More men watching TV out of home (CBS)

5. More men playing video games, tinkering on the Internet and watching DVDs (Nielsen)

6. Shows aimed at women (Nielsen, media agencies)

7. Cable stealing men (Nielsen, cable networks, media agencies)

8. Nielsen sampling too small and not representative ( OMD, which says there are only five men missing-that is, sample participants who did not push their buttons)

9. More young men are spending more time online (ComScore Media Metrix, Yahoo!)

10. More young men are out driving (Jim McDowell, BMW of North America)

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