TV Is Losing Its Audience电视正在失去它的观众
In the past few weeks, a raft of top shows on all major networks have hit record lows: Lost , Desperate Housewives , ER , My Name Is Earl , The Simpsons , Two and a Half Men , CSI: Miami and, just Monday, Heroes .在过去几个星期以来，筏头等显示，对所有主要网络已创纪录低点： 丧失 ， 绝望的主妇 ， 呃 ， 我的名字叫厄尔辛普森 ， 在两年半的男子 ， 犯罪现场调查：迈阿密热火队 ，只是周一英雄本色 。 Still others, such as 24 , Law & Order: Special Victims Unit and American Idol , had their worst ratings in two years or more.还有的人，如24 ， 法律与秩序：特殊受害者股和美国偶像 ，他们的收视率最差的，在两年或更长时间。
The losses, never welcome, are especially alarming as networks gear up for their annual ritual of unfurling fall lineups in mid-May and selling the bulk of their ad time for next season, often based on current ratings.损失的，从来都不受欢迎，尤其令人震惊的，因为网络的齿轮为自己的每年一度unfurling秋天阵容，在5月中旬和销售他们大部分的广告时间，为下个赛季，往往是根据额定电流。
No one has a definitive answer as to the cause.没有人有一个确切的答案，因为这一事业。 But as usual, there’s lots of finger-pointing.但一如以往，目前有大量的指责。 Some excuses wielded by TV executives and advertisers:有的借口挥起电视主管和广告客户：
• Daylight. The switch to daylight saving time in March, three weeks early, depressed viewing levels compared with last year as more viewers stayed outdoors. • 日光。转用夏令时间，在3月， 3个星期初，消沉的观赏水平，与去年相比，随着越来越多的观众留在户外。 That, coupled with a larger load of repeats, hurt ratings for original episodes airing in recent weeks.即，再加上一个更大的负荷重复，伤害评级为原集广开言路，在最近几个星期。 “The two created a compound effect that has depressed regular-series viewing levels,” says CBS’ David Poltrack. "两间创造了一个复合效应已低迷的定期系列观景层次" ，美国哥伦比亚广播公司说： '大卫poltrack 。
• Long breaks. Serialized dramas have suffered from long hiatuses. • 长时段。系列化电视剧遭受长期间断。 They don’t repeat well, so networks are largely pulling them off; fans lose interest or lose track when they return. Lost , Jericho , Ugly Betty and Heroes — which returned with 12 million viewers — have been particularly susceptible.他们不重复很好，所以网络在很大程度上拉动它们赶走;球迷失去兴趣或失去跟踪对象时，他们的回报。 遗失 ， 杰里科 ， 丑陋和Betty英雄 -归来， 1 200万观众-都特别容易受到影响。
• DVR use. For some shows, time-shifting accounts for most of the falloff. • DVR的使用，对一些节目，时移占了大部分的下滑。 Last year at this time, only 5% of the homes in Nielsen’s sample had the recording devices; now 15.8% do.去年的这个时候，只有5 ％的家园，在尼尔森的样品有录音设备，现在的15.8 ％ 。 That has sparked a wider gap between ratings for shows watched live — the only yardstick used by Nielsen last year — and those watched within seven days of their initial airing.这引发了更广泛的差距收视率节目收看直播-唯一尺度，用尼尔森去年-和那些观看后7天内，其最初的广开言路。
“If you look at live plus seven-day viewing, those declines for several shows start to vanish,” says Fox’s Preston Beckman. Lost lost 14% of its live viewing this season, but when time-shifting is factored in, the show is down only 1%. The Office , down 10%, is actually up 2% with delayed viewing included. "如果你看住加进行为期7天的观看，那些跌幅为几个表明开始消失，说： "福克斯的Preston表示贝克曼。 丢失损失了14 ％的活观看本赛季的，但是当时间移，是在意料之中，晚会下来只有百分之一。 办公室 ，下降10 ％ ，实际上是上升了2 ％ ，延迟观景包括在内。
“We can’t really examine things in the same mind-set that we did a year ago,” ABC research chief Larry Hyams says. "我们不能认真研究的东西，在同一个思维定势，我们做了一年前， "美国广播公司研究行政拉里海姆斯说。
Trouble is, advertisers so far are refusing to pay for all those procrastinating viewers, arguing that many skip commercials.麻烦的是，广告商目前都拒交对于所有观众一拖再拖，认为许多跳过商业广告。 So Nielsen is testing ways to measure audiences for commercials, not just programs.所以尼尔森是测试方法，以衡量观众为商业广告，不只是节目。
Still other observers worry the shortfall may mark a tipping point as networks lose share to the Internet, cable and other media.还有一些观察家担心，这个缺口可能标志着一个转折点，随着网络失去分享到网际网路，有线电视和其他媒体。 “When you put it all together, it snowballs,” says Starcom Media’s Sam Armando. "当你把各种技术整合在一起，它雪球" ，首先澄清说，媒体的SAM阿曼多。 Yet hope springs eternal as the finale-filled May sweeps begins: “In another month we can have turned the corner.”但主办者都希望为总决赛充满可能席卷开头写道： "再过一个月，我们可以走出谷底" 。
TV 电视 Section has more related reports 科更多相关报道 Help keep RINF going..有利于保持rinf去..Comment on 'TV Is Losing Its Audience' : 评论'电视正在失去它的观众' ：
Related News: 相关新闻：
