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Published: March 27, 2017
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Nielsen’s audience measurement system—the gold standard for pricing TV ads—faces the challenge of capturing all sources of viewing data due to audience fragmentation and increased video consumption on connected and second-screen devices. New products on the horizon from Nielsen and others aim to close this gap.
"Live TV viewing has declined dramatically, particularly among younger viewers. Between 2011 and 2016, the number of 18- to 34-year old and teen viewers declined an average of 6.2% and 8.2% per year, respectively."
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US Live TV Viewer Growth, by Age, 2010-2016 (% change)
Daily Time Spent with Select Connected TV Devices Among US Consumers, by Age, Aug 2016 (hrs:mins)
Average Time Spent per Day with Major Media by US Adults, 2013-2018 (hrs:mins)
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