What would I do if I was still in broadcasting? Exactly what I did, leave to start A CTV company
Why target A 1 rating when you can target the 1 person most likely to buy from you.
Times have changed there are more choices, more channels, as a society we clearly are more diverse and have different interests. Ratings had to fall, I Love Lucy while a great show at the time also had a 67 rating by default. There probably was not much else to watch. As the years went on great programs had impressive ratings but clearly, mid-20 ratings drifted to high teens. In the 2021-2022 season, the best networks are delivering a 2 rating. Quite frankly I don't know the single highest-rated show but my guess is that it is under a 5 rating
Cratering ratings would not be the only reason to leave broadcast.
As noted above as a society we are more diverse and have different interests. Using age and gender alone to target an advertising campaign is Completely inefficient for most products. 25-54 is not a target, it is not even a generation (it covers Gen X, Millennials-Gen Y). My son is no more like me than I was like my father.
CTV gives marketers the opportunity to target purchase intent, interests, lifestyle, income, we can also throw in age and gender here. Additionally, we can target down to the zip code level, and conquest competitive brands/ businesses. With CTV we have the advantage of using digital analytics such as view-throughs and click-throughs to further optimize campaigns.