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Barring some data which proves your suspicion, I would suggest that awards shows - particularly an award show which give out piles and piles of awards to TV shows that most people have never see or in many cases are not even aware exist are what keeps people from viewing.
When we had the three major networks, there was a good chance that a viewer might be interested in which was voted Best Comedy that year as they had seen ALL IN THE FAMILY and MARY TYLER MOORE and BOB NEWHART and THE JEFFERSONS. That is no longer the case. I probably watch more TV than most folks and I was totally unfamiliar with about half the nominees.
There were over 450 TV shows this year, so it's not surprising. No one can keep up with that not even those of us who love TV.