This appears to be the wrong link or doesn't really support the claim at all.

It says "usage is down for 18-34 year olds" so 18-34 year olds are not kids, not like 14 year olds. And saying it is down is very different from saying "kids don't watch TV, they use snapchat, therefore brands like Coca Cola are irrelevant."

This is what I'm saying. There is this unthinking, uncritical, and unskeptical self-congratulatory sort of "ding dong the witch is dead" about anything related to "traditional media" and the reason for this is "because Internet" or something like that. But, I think it is a very naive view and is fun to say but it's not actually real.

I mean, this article is an example of just weak evidence. Again, it is not about kids but its about the 18-34 demographic. But let's see, it says:

"In 2011, 21.7 million young adults tuned in to their TV sets. By the end of last month, that figure had fallen to 17.8 million, according to Nielsen figures."

OK, whatever that means, let's just accept the numbers as they are presented. Just elementary math tells us 17/21 is hardly nothing or "no one is watching" anymore.

Now, the article cited, to support this claim, says:

"In the era of smartphones and Netflix, it’s no surprise that traditional TV is losing relevance for younger viewers."

Wait ... so instead of watching actual TV sets with bunny ears, they are watching things like Netflix (which I understand is much different than Snapchat) .... OK, let's peruse the content of Netflix .... OK, wait a minute, all this content on Netflix looks familiar ....

Do you mean to tell me all this stuff on Netflix, Hulu, and Amazon are mostly .... from the TV? With the exception of a handful of originals, which honestly are produced in a similar way as the TV, most of this stuff coming from the evil "dead witch," the TV. I don't find a lot of "Vine Comps" on Netflix. Also, on some level it seems silly to me to point to Netflix and Amazon as evidence that these other things are dead; it's not like Amazon Originals are like "The-New-Internet-Meme.com" they are much more like "In addition HBO, Showtime, Starz and Cinemax there Amazon and Netflix" than some totally fundamental shift in the kind of content consumed ... whether it is over bunny ears or choppy wifi is sort of an implementation detail to some extent than a cultural revolution.

If one wants to say "People don't watch TV anymore" and then what they really mean is "They watch ABC shows on the ABC App on the iPad instead" .... Then claims like the "The Coca Cola brand is dead because Snapchat" seem to lose their luster.

I hate to "disrupt" the groupthink. :)