3/9/2004

The hubbub over young male viewers' exodus from network TV has obscured another, more positive trend: Males in the 35-49 category actually are watching more network TV than in years past, new data from Carat Insight show. Instead of crowing about the loss of males in the 18-34 demographic, marketers should focus on the 35-49 group, says Carat Research Director Rob Frydlewicz.

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