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On a recent flight to New York I had a chance to catch up on my reading, and a statistic in one magazine’s cover story hit me like a load of bricks: The median age of prime-time television viewers is nearing 51 years old.

I had to read it three times. 51 the median? This means that more than half of all prime-time viewers are outside of the golden demographic of 18-49. The medium that has long been synonymous with massive reach is quickly becoming the most efficient way to reach lots of old people!

Surprisingly, this shift has not been gradual — it’s been most pronounced over the past five years. In fact, the median age of prime-time viewers has increased by a year every year since 2005.This means that the rate at which young people are turning away from TV is greater than the rate at which old people are dying. Think about that one for just a second.

So what does this mean for traditional content owners?

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