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 | 9 |
Acknowledgements | 17 |
Strategy and Scope | 31 |
Copyright | |
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above-average Activities Concerns Arts Adult Female Concentration Adult Male Concentration Arts and Cultural Athletic and Social audience Average Number Barnaby Jones Centered Family Integrated CIRCLE Community Centered Family Concentration Adult Female Concentration Youth Concentration Cosmopolitan Self-Enrichment demographic Detached Self-Enrichment Cosmopolitan F-ratios Family and Community Family Integrated Activities Female Concentration Youth fourteen segments Games and Social gram Home and Community households interest factors Interest Segment leisure interests Logan's Run Lou Grant MacNeil/Lehrer Report magazines Male Concentration Adult Mechanics and Outdoor Money and Nature's newspapers Operation Petticoat Outdoor Life Population overall pattern Products Community Centered program types public television Public TV radio readership Redd Foxx relatively reported Richard Pryor Show sample science fiction segment rank segment's members situation comedies soap operas Social Activities Athletic Social Activities segment Sports and Science/Engineering TABLE tion usage viewers Wall Street Week watch this program Youth Concentration Mixed