MediaPost: Magna: Networks, Not Nielsen Driving Young Men Away

Last week's story on television networks pointing to new Nielsen figures as vindication that young men never left the TV fold was hotly contested by a research piece put out by a new Magna Global report. TV networks blamed the ratings company's data methods for last year's brownout of younger males. But Magna researcher Steve Sternberg said that, the networks' contention that ratings shifted glacially was simply incorrect, and that the return of the men is very likely due to the fact that the TV programmers started putting on fare that actually attracted them. Said Sternberg, "People don't watch network television simply because it is there."