At present, ad-free TV viewing accounts for about 15-16% of the average person's total television consumption, compared to ten years ago when the figure was only 8-9%, with pay cable and PBS leading the way. But today we have Netflix, Amazon, Hulu Plus and others capturing an increasing share of viewing time. A recent Nielsen tally reported that 87% of its adult panel members watched one or more TV shows (national or local) on broadcast and cable in a week; ten years ago the corresponding percentage would have been 94-95. If you are using TV reach tables based on old data, chances are that you are overstating the potential audience of your media plans by a significant degree. This fall, we will offer a new set of realistic reach tables by daypart and key demos that take into account TV's new "reach ceilings." In the mean time, how are you coping with the problem?