The 18-to-49 audience isn't what it used to be, given that the category is shrinking and skewing younger, and many of those viewers are living at home longer, according to David F. Poltrack, CBS' chief research officer. "This 18-to-49 demographic is a smaller percentage of the overall population in numbers. So ... why would you want to continue to sell and focus your selling on a shrinking part of the total population?" Poltrack said.

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