This week, we look at the drop in cable TV audiences as fewer Americans are subscribing to pay television.

Pivotal Research’s Brian Wieser studies Nielsen’s June 2016 cable network universe estimates, which reveal how many Americans have access to cable network programming. For the last three years, cable television has seen a steady decline in subscribers.

To date since January, cable networks have seen a subscription decrease of 2.6%. Advertisers with cable ad buys are now reaching less Americans than ever. How should they replace lost cable GRPs? With AM/FM radio, America’s number one mass reach media, which continues to show year over year growth.