When Nielsen Media Research, which monitors television audiences, reported that hordes of young men unexpectedly tuned out of traditional TV programming this fall, advertisers demanded answers.
What they got, instead, was finger-pointing--more like you'd find in a partisan debate on Capitol Hill.
Media buyers blamed the networks for lousy programs. The networks blamed Nielsen for a lack of proper sampling. Nielsen held up its hands and said its methodology hadn't changed.
In all, males between the ages of 18 and 34, which is the male group most coveted by advertisers because of its immense spending power, watched 6 percent less television in this fall's season, through November, compared with last year. Prime-time ratings for men in the age group were worse, down 7.7 percent
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http://story.news.yahoo.com/news?tmpl=story&cid=2027&e=5&u=/chitrib_ts/20040102/ts_chicagotrib/viewershiftsunnerveindustry
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