“Paint by Numbers” will be an occasional, yet regular,  feature of daily Xpress meant to reach behind the press releases for a more accurate picture of the state of broadcast news than reported by MSM and industry websites.

Those who understand the business of the news business know the only viewership that matters, the viewership which determines profitability and stability,  is adults 25-54, more commonly called the demo. Yet, the media still report and analyze total viewers,  all viewers above age 2.

To be clear, not a single dollar in ad revenue is generated for total viewers.

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