The Public's Use of Television: Who Watches and WhyFrank and Greenberg report the resuls of a four year survey of the American television audience, designed to determine who watches television -- and why. Rather than classify audiences by one variable, the authors group them by interests, attitudes, and behaviour, as well as more usual demographic attributes such as age and sex. The result is a unique segmentation scheme that gives a coherent picture of each audience's psychological needs, its interests and its relative use of other media. |
Contents
Foreword by Lloyd N Morrisett 93 1 | 9 |
Acknowledgements | 17 |
Strategy and Scope 31 | 31 |
Copyright | |
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above-average Activities Indoor Games Adult Female Concentration Adult Male Concentration Arts and Cultural Athletic and Social audience Average Number Barnaby Jones Barney Miller Betty White Show Carter Country Centered Family Integrated Community Centered Family Concentration Adult Female Concentration Youth Concentration Cosmopolitan Self-Enrichment Cultural Activities Home Detached Self-Enrichment Cosmopolitan Elderly Concerns F-ratios Family Integrated Activities Female Concentration Youth Games and Social Grizzly Adams Highly Diversified Home and Community households Information Detached intellectual Interest Segment Logan's Run magazines Male Concentration Adult Mechanics and Outdoor Money and Nature's NATIONAL ANALYSTS Nature's Products Community newspapers Night Movie Outdoor Life Money overall past four weeks percentage Products Community Centered program types public television Public TV radio readership Richard Pryor Show science fiction score situation comedies soap operas Social Activities Athletic Social Activities segment Sports and Science/Engineering TABLE tion usage Viewed by Interest viewers Wall Street Week watch this program Youth Concentration Mixed