Just because the TV numbers are down does not mean people are not watching the show online, on their phones, in a pub...
That's completely true, they don't count that way of viewing TV content. My household was randomly picked earlier this year to collect TV viewing habits. I was disqualified, because I don't own a TV, never mind that I have two computers each with a tuner card, and one is a digital TV tuner. I talked to one of their install representatives, they install an audio pickup on a speaker and use that to collect what is being watched when, I don't know why they couldn't do that to a computer, although it would be much more likely to pick up VoIP and such. So I've contributed to the decline of households without TVs, even though I can watch it just as well as anyone with a TV. I have effectively stopped watching TV since Star Trek Enterprise was canceled, so at least the viewing hours will be accurate.