Attention has never been more expensive for brands to buy, growing by nine-fold over the past 20 years. Meanwhile, ads have never been easier to avoid, with the continued rise of ad-free subscription services and roughly 70 million people in the U.S. using ad blockers last year.

Traditional TV is also having its shakiest year ever. The media world trembled in February when Super Bowl ratings dropped 8%, and then shook violently a few weeks later when Golden Globes ratings plummeted 64% and Oscars ratings dropped by 58%. Even TV’s two bastions of hope—sports and live events—seem to be flailing.

Of course, it’s worth noting that it is an unusual year. Seeing Jason Sudeikis accept Best Actor at home in a hoodie doesn’t quite have the red carpet appeal of a tuxedoed Leonardo DiCaprio side-eyeing Lady Gaga. But, still … 64%!