• Mediaweek, Thursday, February 8, 2007 11 AM

Running against the perception that the Internet is luring older kids away from television is a new report by Magna Global that shows average 24-hour TV viewing by tweens 9-14 years old and teens 12-17 is stable compared to last year.

And the same research holds that TV viewing by younger kids 2-11 is no different than a year ago, but even higher than five years ago. "Claims that viewing among younger demos is on the decline are definitely at odds with television usage trends over the last several years," says the report by Lisa Quan.

Even with the newest videogames and online disruptions, younger viewers are still watching television, she adds. Indeed, during the fourth quarter of last year, kids 2-17 watched more kids television in just about every daypart. Boys and girls 2-11 watched more TV per week than the year before, while time spent viewing kids programming by 2-11 and 6-11 reached 8.75 hours, its highest level ever.

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