The last thing they will want is Google impeding on their TV viewership foothold.
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"Netflix is starting to cannibalize cable-TV viewership and it could start cannibalizing advertising, too, " Pachter said.
This growth has stayed above overall advertising market growth despite a slight decline in TV viewership, indicating the strengthening of ad pricing.
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Last year, the Grammys actually pulled in a bigger TV viewership.
The overall team rankings correlate very, very highly with TV viewership, and more importantly, sales of licensed merchandise, a behavioral measure where fans vote with their wallets.
As Twitter discusses similar arrangements with other entertainment companies, it is telling TV networks that video clips on Twitter can pad viewership by convincing people to flip on the TV set when they might not otherwise do so, or by rewarding fans who are already tuning in by giving them exclusive video clips.
The decline of on-field talent would mirror a subsequent slide in viewership numbers and TV contract values, further damaging the two conferences.
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Some research shows social media is boosting viewership of live television, and the TV networks and Twitter are eager to capitalize.
Leading the change have been a series of successful female broadcast journalists over the years from Barbara Walters to Katie Couric who have established a trust within their viewership that has kept viewers watching basic TV and cable networks.
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Consumers today are using different apps and web services for discovery, social engagement and interactivity. zeebox brings all these features together in a single app that drives increased viewership of programming by making the live TV experience even more compelling.
The fear is that eyeballs shifting to watching TV on iPads and other tablets and away from TVs hurts measured viewership and in turn ad revenues for programmers.
When declining ratings pushed WGCL-TV in Atlanta to shift Martha Stewart Living from its 9 a.m. time slot to the viewership graveyard at 3:30 a.m.
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