The public's use of television: who watches and why
Sage Publications, 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
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above-average Adult Female Concentration Adult Male Concentration American Bandstand Arts and Cultural Athletic and Social audience Barnaby Jones Chapter Charlie's Angels Community Centered Competitive Sports Concentration Concentration Cosmopolitan Self-Enrichment developed F-ratio Family and Community Family Integrated Activities fourteen segments Games and Social Grizzly Adams Hawaii Five-O Highly Diversified Home and Community households in-home availability Indoor Games interest factors interest segments Interested Interested Interested interests and activities leisure interests Lou Grant Mechanics and Outdoor media behavior ment Money and Nature's National Analysts Nature's Products newspapers overall pattern population program types public television Public TV questionnaire radio readership relatively reported respondents sample science fiction segment rank segment's members situation comedies soap operas Social Activities segment Sports and Science/Engineering Status Enhancement Table television viewing behavior tion Unique/Creative Accomplishment usage viewers Wall Street Week watch Yei Yei Yei Youth Concentration