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Note to Daytime Executives, Young People Watch Less TV

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A note to all those TV executives, the reason your obsession with getting younger demos isn't working is because young people aren't tuning in.

This just in from The Hollywood Reporter's blog The Live Feed:

Young Americans just aren't watching TV like they used to.

Put another way, the older you get, the more you watch, according to a report due out Thursday from Deloitte indicating that "millennials," the generation of ages 14-25, watch just 10.5 hours of TV a week.

That compares with 15.1 hours for those belonging to Generation X (ages 26-42), 19.2 hours for baby boomer (43-61) and 21.5 hours for matures (62-75).

Lest one assume millennials are shunning broadcast and cable in favor of watching DVDs on their TV screens, they're not. They spend less time watching DVDs of movies and TV shows on television sets, 4.8 hours a week, than do Gen Xers.

They are, though, spending more time watching DVDs on a computer -- 1.9 hours a week -- than any other age group.

But while millennials are watching the least TV, they are spending the most time with media in general, making that up with video games, music and the Internet.

TV does remain the most influential advertising medium going, according to the Deloitte study, titled "The State of the Media Democracy." It is followed by magazines, the Internet, newspapers, radio and billboards.

So let's just apply this report to daytime for a moment. We know daytime executives are obsessed with targeting a demographic that is watching less TV and spending more and more time watching movies, surfing the Internet, and playing video games.

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Knowing this, wouldn't it then make sense to use the tried and true strategy of hooking young people through their parents or grandparents, as many of us were?

We know that older demographics aren't worth as much to advertisers but couldn't the Sam Walton principal apply to daytime? Target a wider pool of older viewers, get them to tune in larger numbers to compensate for the loss of the high dollar youth demographic that isn't watching anyways? In theory, getting more older demographics to tune in could only help hook younger viewers who are influenced by their parents or grandparents.