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Excerpt from AdAge article (9/23/15):
“Where Did Everybody Go? TV Premiere Week Ratings Sag As Young Viewers Vamoose
Networks have always banked on Premiere Week as an interval of peak sampling, but Tuesday night’s PUT (or people using television) levels were discouraging. The number of adults 18-to-49 watching prime-time programming dropped 8% versus the year-ago period and overall usage in the demographic for the last two nights is down 10%.
But the most disconcerting PUT data concerns younger viewers, who are ditching traditional TV faster than anyone could have anticipated. TV viewing among adults 18-to-24 is now down 20% versus the first two nights of the 2014-15 season, and male usage in that age range has withered by nearly a quarter (24%). While last fall was blighted by disappearing female viewers, this year it’s the menfolk who are pulling the old Invisible Man routine.”