While the percentage of TV audience decline is small at just over 2%, the news itself is very big. TV, particularly in the pharma market, is the “last great” traditional media which digital will likely have a significant impact. Cited as possible causes as to TV’s historic first ever decline, are the shifting habits of video consumption (to web, mobile, etc…). It’s not that consumers are viewing less video, they are just shifting their consumption to many varied devices. Young people in particular are OK going w/out a TV at all.