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This week Nielsen released its 2012 Advance/Preliminary TV Household Universe Estimate, predicting that the number of TV households in the U.S. will decline from 115.9 million in 2011 to 114.7 million in 2012 (a loss of 1.2 million TV households, about 1%).
For all intents and purposes, this means that the number of U.S. TV households will likely remain flat: a predicted decline of 1% could just as easily be an increase of 1% when the final data is tabulated. As a market researcher, I know how crazy it is to hang your hat on any predicted change of 1%, regardless of the direction.
But that tidbit is far from the most interested part of Nielsen’s release—instead, it’s the explanation it offers for these trends that caught my attention.
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