TV viewership among men aged 18 to 34 declined by about 12% in 2003 while that group spent 20% more time on games, according to Nielsen Media Research. Video games now attract not just hard-core gamers, but people of all ages and more women than ever. In the United States, sales reached $10.7 bln last year – more than movie box-office sales – and is expected to reach nearly $16.9 bln in 2008, according to market research firm DFC Intelligence. Revenues from game advertising worldwide are also migrating from remote controls to joysticks, growing from $200 mln a year today to $1 bln in 2008, predicted DFC.