Who watches live TV any more? Apparently, nearly all of us.

A newly-released study revealed that the vast majority of Americans are still watching live TV. Here’s how it breaks down by age:

• 50 to 60-year-olds: 89%
• 35 to 49-year-olds: 82%
• 18 to 34-year-olds: 72%

What’s more, a separate study shows that percentage to be virtually unchanged from the past 10 years.

That flies in the face of popular thinking that says most of us record shows on our cable boxes so we can fast-forward past the commercials.

As a small business owner, you may never advertise on television. But you should be cautious of those who claim “old media” is dead and ineffective. Especially if they want to sell you their “new media” products and services.

Don’t be misled. Just because 10-year-olds aren’t watching commercials (or consuming other traditional media), doesn’t mean your prospective customers aren’t. Until those 10-year-olds grow up, get married, buy a home and have babies, traditional media ought to be a part of your marketing mix.

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