Almost half of adults 22 to 45 years old are watching absolutely no content on traditional TV platforms, according to a new study by Omnicom Media Group agency Hearts & Science. Instead, this 47% is consuming TV content and video on streaming platforms that didn’t exist as recently as the series premiere of CBS’s “NCIS.” That doesn’t mean they aren’t watching TV content or even that they aren’t seeing ads. They’re just consuming it in places where ad models vary, audiences are fragmented and measurement is harder.
Read the full piece at AdAge
If you are one who does care, read this analysis at NiemanLab
