The public's use of television: who watches and why
Sage Publications, Apr 1, 1980 - Language Arts & Disciplines - 368 pages
Frank 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.
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Foreword by Lloyd N Morrisett
Strategy and Scope
13 other sections not shown
above-average Adult Female Concentration Adult Male Concentration American Bandstand Arts and Cultural Athletic and Social audience average Barney Miller Betty White Show Chapter Community Centered Competitive Sports Cosmopolitan Self-Enrichment crime drama developed F-ratios Family and Community Family Integrated Activities fourteen segments Games and Social Highly Diversified Home and Community households Indoor Games interest factors interest segments Interested Interested Interested interests and activities leisure interests Lou Grant magazines Mechanics and Outdoor ment Money and Nature's multiple discriminant analysis National Analysts Nature's Products newspapers overall pattern percentage population program types public television Public TV radio readership relatively reported respondents ri ri sample science fiction segment rank segment's members situation comedies soap operas Social Activities segment Sports and Science/Engineering Table television viewing behavior tion usage viewers Wall Street Week watch Yes Yes Yes Youth Concentration