Interesting, albeit flawed analysis - it compares an entire content ecosystem with individual television programmes, and one wonders whether the average casual game attracts anything like the level of week-in, week-out consumption that a major show attracts during its five month run:
"Social games on iPhone, iPad and iPod touch devices . . . comprise of a daily audience of more than 19 million who spend over 22 minutes per day using these apps . . . only 4 million viewers shy from beating the number one prime-time show on television, FOX's American Idol . . . Also noteworthy is that the enormous audience these applications reach takes place every day, 365 days a year. Compared to a top television series, which airs 22 episodes a season, advertisers can reach a larger consumer audience through applications."
http://blog.flurry.com/bid/48156/Is-iPhone-the-next-American-Idol