Audience Ratings: Radio, Television, and Cable

By Hugh Malcolm Beville Jr. | Go to book overview

Appendix C
Audience Measurement Highlights U.S. Total Population

TABLE C-1 Average Time Spent per Day
TV UsageaRadio Usageb
All persons 21 and over 4 hr 15 min 2 hr 57 min
Men 18 and over 3 hr 57 min 3 hr 1 min
Women 18 and over 4 hr 53 min 3 hr 0 min
Teens 12 to 17 3 hr 29 min 2 hr 32 min
Source: (a) A. C. Nielsen, NTI. Average of November 1985, February, May, July 1986.
(b) RADAR (SRI), 1986.

TABLE C-2
Annual Trend in Time Spent Viewing per Day per Television Household September-August Broadcast Year
1959-1960 5 hr 4 min
1964-1965 5 hr 31 min
1969-1970 5 hr 54 min
1974-1975 6 hr 12 min
1979-1980 6 hr 34 min
1982-1983 6 hr 55 min
1983-1984 7 hr 8 min
1984-1985 7 hr 7 min
1985-1986 7 hr 10 min
Source: A. C. Nielsen, NTI. 48-week average excluding unusual days.

-321-

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Audience Ratings: Radio, Television, and Cable
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Foreword ix
  • Preface xi
  • 1 - Radio Services-- Pre-Tv (1930-1946) 1
  • Notes 26
  • 2 - Radio Services--Post-Tv (1946-1987) 28
  • 3 - Television Services (1946-1987) 62
  • Notes 81
  • 4 - Rating Methodologies: a Comparative Examination 83
  • Notes 129
  • 5 - Qualitative Versus Quantitative Ratings 131
  • Notes 157
  • 6 - Cable Ratings (1979-1987) 160
  • Notes 183
  • 7 - Using Ratings Data 185
  • Notes 217
  • 8 - Ratings: Servant or Master? 219
  • Notes 240
  • 9 - Government Intervention 242
  • Notes 256
  • 10 - What We Have Learned: 1930-1987 258
  • Notes 270
  • 11 - A Look to the Future 271
  • Notes 307
  • Appendix A - Ratings Basics: Terms, Calculations, and Relationships 310
  • Sources 315
  • Appendix B - Offices and Services of Principal Syndicated Ratings Companies Operating on A National Basis 316
  • Appendix C - Audience Measurement Highlights U.S. Total Population 321
  • Questions for Review and Discussion 333
  • Answers 376
  • Bibliography 389
  • Index 395
  • About the Author 407
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