While viewing levels have declined as viewers, especially younger ones, spend more time streaming, the broadcast networks remain the No. 1 buy for big-spending national TV advertisers. “The viewership gap between broadcast and everything else is still holding up,” says Zenith Media’s Nick Hartofilis. And many viewers are watching broadcast shows on DVRs and on proliferating digital platforms. The networks challenge is to measure and fully monetize such non-broadcast audiences.
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