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01/21/2004 Archived Entry: "War! What is it good for? Not TV."
Posted by CKL @ 08:51 AM PST

"The war in Iraq and the Bush administration's deployment of enormous forces of enlisted men and reserves in many Middle East hot spots may be largely responsible for the sudden drop in 18-34-year-old male viewers reported by Nielsen Research (and challenged by the TV networks), according to a study by Rainbow National Cable Networks and reported today (Tuesday) by MediaPost's online MediaDailyNews.Charlene Weisler, senior vice president-research at Rainbow, told the trade publication that she estimates that the deployment of young adults into active military positions could represent as much as 5.8 percent of Nielsen's 18-34-year-old demo. The figure is in line with Nielsen's conclusion that about 6 percent of that demo has vanished from the viewing audience."

-- IMDB Studio Briefing

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