The 2014-15 television season has started off with what is being called a “disconcerting” trend: Women are watching less traditional television, Ad Age Reports.

“Women in advertisers’ key age groups are disappearing at a disproportionate clip,” writes Anthony Crupi in the Ad Age report. “From Sept. 22 to Oct. 27, for example, the percentage of 18-to-49-year-old women watching TV in prime time fell 9 points from a year earlier, according to Nielsen stats.”

On Tuesday and Wednesday, the declines reached double-digit percentages, with the article noting that female-skewing shows such as “New Girl” and “Selfie” are also among TV’s lowest-rated.

Crupi notes: “That women in the most advertiser-friendly demo are vanishing is disconcerting enough; what’s particularly unsettling is the rate at which younger female viewers are tuning out. Season-to-date, the percentage of women 18-to-34 watching TV is down 13 points, while women 18-to-24 are down 17 points. If not for the stabilizing influence of Sunday nights, when declines are in the single digits, the younger demo would be off by more than 20 percentage points.”

Cable networks are also getting hit with a decline in female viewership, with Lifetime seeing its overall third-quarter “deliveries skid 24%, while Bravo dropped 22%,” the story notes.

Please click here to read the full report from Advertising Age.