Accordingly, there is a growing sense of urgency within the industry to make online and mobile viewing as measurable as traditional couch-bound viewing. Ad-buying agencies are gradually moving some client money to the Web to reach the 20- and 30-somethings who are becoming harder to reach with traditional television.
“Television still reaches young audiences in a major, major way,” said Billie Gold, the director of programming research for Carat USA, an ad-buying agency.
That said, just before a phone interview on Wednesday, Ms. Gold ran the preliminary numbers for the first few weeks of 2012, and she saw a dip in youth viewing compared with the same period last year. “This is why we’re incorporating more digital and online video” into our advertising plans, she said. “We know it’s a place to replace some of the young audience that is leaving television.”