When Nielsen released their new DMA rankings last week, many were left wondering:  where did all the households go?

Many markets saw a notable drop in the number of households from the previous year’s estimates, even if their rank remained the same.  For instance, New York lost 127,520 households and Kansas City was down 35,080.  Chattanooga and San Diego both lost over 10,000 homes.

In a recent conversation with TVSpy, Christine Pierce, chief demographer at Nielsen, explained that the drop is the result of three overlapping factors: 1) a bad economy; 2) the recent digital transition; and 3) the incorporation of data from the 2010 census. Read more