NFL Trending Down?

Could it be that viewership for the NFL is trending downward? Well if you look at what Monday Night Football used to do on ABC several years ago, you will notice that it used to pull 18 to 21 rating points but now struggles to break a 10 rating. We of course know that ADS has had something to do with that since the switch from Network to cable and satellite, so it begs the question, where did all the people go? Let's face it, many people are still watching MNF and Sunday football but the current rating system with Nielsen and the CDMA is not very friendly to anyone whether it is broadcast or cable. This is why you have to look at psychographic targeting. You need to reach the people that count and stop counting the people you reach.