Prime-time network reruns, once a reliable source of ratings and advertising revenue, are losing their appeal as the entertainment landscape becomes more crowded with options.
A television viewership study released this week by RPA, a Santa Monica-based advertising agency, found that several long-term audience trends were reinforced during the most recent television season.
Key among them: Major networks struggle to hold onto younger viewers, two blockbuster shows witnessed an exodus of viewers, and reruns were less potent.
Reruns suffered sharper audience declines in the 2011-2012 season than during the previous season. “Repeats just didn’t hold the audience as well as they did in past seasons,” TV analyst David Scardino said. “And it’s logical: There are more places to see reruns.”
