Television/Cable Research: Audience Research

Newsweek Media Research Index

Television/Cable Research: Audience Research

1954 - W.R. SIMMONS FOR NBC - TELEVISION'S DAYTIME PROFILE

The first media study done under consultation with the ARF. It is a measure of the reach of daytime TV in terms of household and individual characteristics and the numbers of of buyers and users of different types of products.

1962 - A.C. NIELSEN - AN APPRAISAL OF NIELSEN STATION INDEX SAMPLES IN METRO AREAS OF 52 MAJOR U.S. MARKETS

An appraisal of the size and relative importance of non-cooperation, conditioning and response errors showing that non-cooperation may cause an overstatement in HUT of 1-2 rating points.

1963 - AMERICAN RESEARCH BUREAU - THE INFLUENCE OF NON- COOPERATION IN THE DIARY METHOD OF TELEVISION AUDIENCE MEASUREMENT

A study to estimate the differences between those who return usable records of viewing and those who do not, showing generally little significant difference.

1965 - NSI FOR TELEVISION ADVERTISING REPRESENTATIVES - ZIG ZAG

This study is designed to show that network participation advertising by itself does not fill an advertiser's needs in individual markets. The size of network ratings vary from market to market.

1966 - MARTIN MAYER - HOW GOOD ARE TELEVISION RATINGS? (CONTAM REPORT NO. 1) - TELEVISION INFORMATION OFFICE (TIO) PUBLICATION

Report of three studies sponsored by the Committee on Nationwide Television Audience Measurement, concerning: Study 1, the accuracy of small random samples in measuring television viewing behavior; Study 2, conducted by Eric Marder Associates to compare viewing levels among cooperators and non-cooperators in television diary surveys; Study 3, comparison of ARB and Nielsen ratings. (Reports of CONTAM Studies 4, 5 and 6 were published in 1969 and 1971.)

1966 - ALFRED POLITZ - COINCIDENTAL RECALL OF TELEVISION VIEWING

A measurement of sets-in-use, program viewers and the proportion of program viewers who also viewed during the station break.

1967 - AMERICAN RESEARCH BUREAU - COMPENDIUM OF TELEVISION AUDIENCE RESEARCH

A compilation and short description of television methodological research conducted by ARB from October 1963 through July 1967.

1968 - ALFRED POLITZ FOR LIFE - ELECTRONIC TEST OF IN-HOME TV VIEWING AMONG THOSE FAMILIES WHO FAIL TO RESPOND TO THE DOORBELL

A pilot study in which, by using a special electronic detector to determine TV set usage, it was found that the incidence of sets-in-use among "not-at-homes" and "refusals" was not greater than that of interviewees.

1969 - STATISTICAL RESEARCH INC., FOR CONTAM - HOW GOOD ARE TELEVISION RATINGS? (CONTAM REPORT NO. 2) - TELEVISION INFORMATION OFFICE (TIO) PUBLICATION

Report of Study 4 sponsored by Committee on Nationwide Television Audience Measurement, concerning:the accuracy of television audience measurement. Based on survey by Statistical Research comparing response rates and HUT levels obtained by four alternative telephone coincidental interview procedures, to develop the optimum coincidental method. Results were compared with Nielsen meter data.

1969 - HERBERT KAY RESEARCH FOR TELEVISION ADVERTISING REPRESENTATIVES - EGOTISTICS

Study to describe housewife viewers of daytime television programs by "Ad Switchability" and by selected personality traits. Ad switchability is defined based on a person's susceptibility to advertising and a person's convertibility from one brand to another. Based on personal interviews with 2,000 female viewers of daytime TV in nine TVAR markets. The report provides ad switchability and personality trait measures for selected programs and brands.

1971 - STATISTICAL RESEARCH INC., FOR CONTAM - TELEVISION RATINGS REVISITED ... A FURTHER LOOK AT TELEVISION AUDIENCES (CONTAM REPORT NO. 3) - TELEVISION INFORMATION OFFICE (TIO) PUBLICATION.

Review of CONTAM Study 4 and report of Studies 5 and 6. Study 4 was concerned with the accuracy of primetime household ratings obtained by four telephone coincidental interview procedures, compared with Nielsen meter data. Study 5 extended the investigation to estimates of primetime viewers, comparing CONTAM's coincidental estimates with Nielsen meter/diary data. Study 6 examined daytime estimates for both households and persons.

1972 - STATISTICAL RESEARCH INC., FOR COLTRAM STUDY OF TELEVISION USAGE IN FOUR LOCAL MARKETS

Comparison of television viewing among listed telephone households vs. total telephone households, based on coincidental measures. Study found slightly less viewing in listed households and fewer viewers per house-hold, than in total telephone households.

1974 - ARBITRON - REPLICATION: A STUDY OF THE RELIABILITY OF BROADCAST RATINGS

An analysis to determine the reliability of Arbitron television audience estimates. Based on data from a national sample of television households from the February/ March 1972 Arbitron survey

1975 - BUREAU OF BROADCAST MEASUREMENT, CANADA - REVIEW OF THE 1974-75 RESEARCH PROGRAM OF BBM THE BUREAU OF MEASUREMENT.

Report of research concerning estimates obtained with dual purpose diary (measuring both television and radio in one diary) with estimates from separate diaries for each medium. Diary estimates were also compared with telephone coincidental data. This study resulted in use of separate radio and television diaries.

1976 - STATISTICAL RESEARCH INC., FOR COLTRAM - HOW GOOD IS THE TELEVISION DIARY TECHNIQUE? - A STUDY OF THE LOCAL TELEVISION MARKET DIARY

Comparison of coincidental estimates with NSI diary estimates, to investigate nonresponse and response errors in local market television audience measures. Conducted in Philadelphia. Study found modest level of non-response error; a more significant level of response error; and a net effect of some understatement of television viewing.

1977 - ARBITRON FOR INTV - NATIONAL TELEVISION AUDIENCE PROFILE

National study comparing demographic and product ownership characteristics of independent station viewers and network affiliate station viewers. Study found similar profiles for both groups.

1980 - DENNIS GENSCH AND PAUL SHAMAN - PREDICTING TV RATINGS - JAR, AUGUST 1980

Description of method to predict network television program ratings, based on time series analysis, through the use of benchmark methodology. Compares with content analysis approach.

1981 - ARBITRON FOR CORPORATION FOR PUBLIC BROADCASTING - BOSTON (WGBH) FIELD TESTING OF A QUALITATIVE TELEVISION RATING SYSTEM FOR PUBLIC BROADCASTING

Report of qualitative diary test, measuring viewing and viewer evaluations of commercial and public television during November 1980.

1981 - ARBITRON - MEASURING THE BLACK TELEVISION AUDIENCE

Report of test conducted in May 1981 comparing two methods of television audience measurement: the standard diary vs. an illustrated diary, in eight test markets, with DST (differential survey treatment) used among black households. Results are presented for both black and non-black households.

1981 - R.H. BRUSKIN, FOR NBC - A STUDY OF OUT-OF-HOME AUDIENCE FOR POST SEASON BASEBALL

National study to measure out-of-home television audience for the Baseball Division Playoffs and World Series (October 1980). Conducted among men by telephone; based on recall of yesterday viewing. Study found added 10% out-of-home audience not currently measured by rating services, that is, not-in-household viewing, in restaurants, bars, offices and other public places.

1981-CHILTON FOR TELEVISION AUDIENCE ASSESSMENT - AUDIENCE ATTITUDES AND ALTERNATIVE PROGRAM RATINGS - A PRELIMINARY STUDY

First study by Television Audience Assessment to develop system of opinion-based television ratings. Conducted by telephone, near-coincidental method in Springfield, Illinois. Reports program appreciation, program impact, viewing attention and activities while viewing primetime programs. Compared cable and non-cable viewers. Found clear differences among programs in levels of enjoyment impact provided. More satisfied and involved viewers are more likely to give most or all their attention to the program.

1981 - ARF - INDUSTRY SURVEY OF LOCAL TELEVISION RATINGS REPORTS

Study to identify how agencies and broadcasters use local TV ratings and ways in which TV ratings reports can be improved to be more useful.

1982 - VIRGINIA D. FIELDER, KNIGHT-RIDDER - REPORT FROM CORAL GABLES: THE KNIGHT-RIDDER/AT&T VIEWTRON TEST - FROM THE 1982 ARF ANNUAL CONFERENCE

The Bowsprit experiment. Study of the use of Viewtron (Knight-Ridder videotext system) in 125 upper-income homes in Coral Gables, Florida. For six months in 10 homes; for four weeks each in other homes. Use averaged 30 to 60 minutes per day; more on weekends; weekday peak usage in early evening.

1982 - WILLIAM A. KATZ, TV BUREAU, CANADA - TV VIEWER FRAGMENTATION FROM CABLE TV - JAR, DECEMBER 1982/JANUARY 1983

Analysis of average hours tuned, station share and ratings to determine how fragmentation has affected Canadian TV. Separate analysis for 12 major markets across Canada. Results showed a drop in station ratings in all markets; although relatively small in the larger markets.

1982 - DEAN KRUGMAN & DONALD ECKRICH DIFFERENCES IN CABLE AND PAY CABLE AUDIENCES JAR, AUGUST/SEPTEMBER 1982

Study of the effectiveness of time-compressed commercials (three 30-second spots reduced to 24 seconds) using McCollum/Spielman test facilities to obtain unaided brand recall, main idea recall and motivation. Results showed an advantage for the 24-second commercials, but not to the degree indicated by earlier academic studies.

1982 - A.C. NIELSEN, JR. - THE OUTLOOK FOR ELECTRONIC MEDIA - JAR, DECEMBER 1982/JANUARY 1983

Discussion of trends in television viewing patterns associated with the growth of TV stations from 1950, and more recently with the availability of cable and other new electonic forms of message delivery. Implications for the future. also inscludes analysis of NTI data.

1982 - NPD RESEARCH - THE NEW ELECTONIC MEDIA-USERS AND THEIR BEHAVIOR - ARF CONFERENCE REPORT

A national consumer profile of new electronic media users. Second report issued as part of the VideoProbe Index tracking series.

1983 - ARBITRON TWO-WAY CABLE DIARY TEST-SUMMARY OF FINDINGS

Comparison of four methods to obtain audience estimates in cable homes: (1) 2-way cable measurement (meter); (2) standard diary-based measurement; (3) special cable-diary measurement; (4) telephone aided recall. Conducted to validate diary and telephone aided recall measurement of cable. Arbitron concluded: the diary technique is appropriate for measuring viewing of broadcast stations, but electronic measurement is the most accurate method for cable homes with a complex array of program choices.

1983 - A.C. NIELSEN FOR CABLETELEVISION ADVERTISING BUREAU - CABLE AUDIENCE METHODOLOGY STUDY (CAMS)

Study to evaluate six methods for collecting audience viewing data in cable households-four types of diaries and two types of telephone recall. Compared against two validation methods: telephone coincidental survey, and in one market, two-way cable meters. None of the test methods agreed "acceptably well" with the two validators.

1983 - DAVID A. TRAYLOR, NIELSEN - THE NIELSEN A-C PEOPLE METER-LN: RESEARCHING THE ELECTRONIC MEDIA - FROM THE 1983 ARF ELECTRONIC MEDIA WORKSHOP

Description of national Nielsen people meter test, to be conducted in sample of 150 homes, starting in summer of 1984. Long term test (2-3 years) planned to determine cooperation rates and viewing patterns.

1983 - AUDITS & SURVEYS, FOR READER'S DIGEST - A PILOT STUDY OF MAGAZINE READING IN TULSA AMONG ADULTS IN CABLE AND NON-CABLE TV HOUSEHOLDS

Study to measure the impact of increased TV viewing options (available from cable TV) on magazine reading and subscription levels. Study found higher magazine reading levels (based on recent reading estimates for 15 magazines) among cable subscribers with more viewing options (36 channels) than those with fewer viewing options (12 channels).

1983 - AUDITS & SURVEYS FOR READER'S DIGEST - A STUDY OF TELEVISION VIEWING HABITS IN SYRACUSE AMONG ADULTS IN CABLE AND NON-CABLE HOUSEHOLDS

Study designed to determine primetime audience shares in homes with cable television and homes without cable television.

1983 - GALE D. METZGER, STATISTICAL RESEARCH, INC. - CABLE TELEVISION AUDIENCES - JAR, AUGUST/SEPTEMBER 1983

Analysis of radio, television, and cable television audience data to address the questions: "What will the effects of the Ônew electronic media' be on the old?" Data sources include RADAR, NTI and two cable audience studies by Statistical Research Inc. Analysis concluded that cable TV will have virtually no effect upon radio; very little effect on total-day television usage and no effect on primetime usage. Cable's ultimate share within stable tele-vision usage levels remains an open question.

1983 - NIELSEN TELEVISION INDEX - A SPECIAL REPORT ON CHANNEL SWITCHING

Comparison of dial switching in cable, pay cable, and non-cable homes, with and without remote control devices based on analysis of number of dial changes per minute for a representative sample of programs. Special analysis of NTI meter data.

1983 - TERESA J. DOMZAL AND JEROME B. KERNAN - TELEVISION AUDIENCE SEGMENTATION ACCORDING TO NEED GRATIFICATION - JAR, OCTOBER/NOVEMBER 1983

Small-scale laboratory study of TV viewing perceptions and behavior among women 18-49 yielded three viewer segments: "television embracers," "television accommodators" and "television protestors."

1983 - SMRB FOR INTV - NATIONAL TELEVISION AUDIENCE PROFILE OF INDEPENDENT AND AFFILIATE STATIONS

Comparison of demographic and product usage characteristics of independent vs. network affiliate station viewers. Based on SMRB 1981 TV data base using average half-hour viewing data. Update of 1977 INTV study (based on cumes). Analysis concluded that audience composition of independent and affiliate station viewers is the same in key socioeconomic characteristics and in product usage.

1983 - SONIA YUSPEH AND GARTH HALLBERG, J. WALTER THOMPSON - THE RADICAL POTENTIAL OF CABLE ADVERTISING - JAR, AUGUST/SEPTEMBER 1983

Report of nine-month experiment among cable subscribers in Peabody, Mass.; to evaluate CABLESHOP, an advertising service which provided three 24-hour-a-day channels presenting commercials only. Study found: 60% of cable households tuned to CABLESHOP during the nine months; 57% watched once a week or more; 69% of regular viewers claimed higher attention to CABLESHOP than to broadcast commercials. Other findings and implications are discussed.

1984 - AGB - THE AGB PEOPLEMETER BACKGROUND AND OVERVIEW

Description of AGB Peoplemeter test in Boston, 1984 and 1985, in 400 sample households, equipped with both set meters and peoplemeters.

1984 - BUREAU OF BROADCAST MEASUREMENT, CANADA - TV AUDIENCE MEASUREMENT, PRICE AND PRECISION.

Study comparing use of individual personal diaries for television versus set measurement. The latter technique was judged to be preferable.

1984 - MICHAEL D. HENRY AND HEIKKI J. RINNE - PREDICTING PROGRAM SHARES IN NEW TIME SLOTS - JAR, APRIL/MAY 1984

Discussion of television programming model that identifies variables affecting program share of audience. Includes review of previous research. Model developed based on analysis of data for regularly scheduled network television series on-air as of November 1981. Significant variables in the model in order of importance include: program preference, lead-out share, soap-opera-drama format, lead-in share, number of years on television and information-reality format.

1984 - AUDITS & SURVEYS FOR MPA - CHANGING CHANNELS

Study of primetime network television viewing and magazine reading in cable and non-cable households. Conducted in four markets. Study found higher magazine reading, lower network TV share, and more channel switching in cable homes than in non-cable homes.

1986 - T.P. BARWISE, LONDON BUSINESS SCHOOL - REPEAT VIEWING OF PRIME-TIME TV SERIES - JAR, AUGUST/SEPTEMBER 1986

Analysis of multi-week household tuning and people viewing data for prime time programs. Based on NTI, NAC and TAA. Overall, analysis showed 40% repeat viewing from one episode to another episode. Repeat viewing is higher for higher rated shows and lower among lower rated shows. For example, 60% for Dallas, the highest rated show in the analysis. Average repeat viewing in Britain is 50-55%, where television choices are fewer. Author suggests that as viewing choices in the U.S. increase, repeat viewing rate will become even lower. Availability of people meter data in the U.S. will provide data for this type of analysis on a regular basbecome even lower. Availability of people meter data in the U.S. will provide data for this type of analysis on a regular basis, not available here before.

1987 - ANDREW S.C. EHRENBERG, LONDON BUSINESS SCHOOL AND JACOB WAKSHLAG, CBS - REPEAT VIEWING WITH PEOPLE METERS - JAR, FEBRUARY/MARCH 1987

Analysis of repeat viewing of regular afternoon and evening programs based on AGB people-meter data in Boston for an eight-week period in May/June 1985. Data for 111 programs analyzed. Average repeat level from one week to another week was 24%, "very low." There was little variation by program type.

1988 - BRUSKIN FOR CAPITAL CITIES/ABC - MONDAY NIGHT FOOTBALL OUT-OF-HOME VIEWERSHIP

Research to estimate the size of the out-of-home audience for Monday Night Football on October 24, 1988, based on three surveys. Telephone coincidental interviews were conducted during the telecast with bartenders in a national sample of 418 bars, concerning the number of persons watching. Personal interviews were conducted the following morning among 1,017 guests in a national sample of hotels; and the next day among 1,072 college students in 20 colleges nationwide. Based on these surveys, it was estimated that the average out-of-home audience was 2.8 million adults or a 10.3% increment over measured ratings.

1989 - BRUSKIN FOR CAPITAL CITIES/ABC AND CBS - DAYTIME OUT-OF-HOME VIEWING AMONG WORKING WOMEN AND COLLEGE STUDENTS

Research to estimate the size of the out-of-home daytime television audience among working women and college students. Conducted in April 1989 by telephone inter views with a national sample of 5,046 working women, and by personal interviews among a sample of 2,216 college students. Findings indicated that 2.7% of total women and 25.5% of college students watched network daytime television out-of-home during the average week. Based on this research, it was estimated that one-half million women watched daytime network television out-of-home during an average quarter-hour, or 5% increment over reported ratings.

1989 - RICHARD J. MONTESANO, CAPITAL CITIES/ABC - OUT-OF-HOME TV VIEWING - FROM THE 1989 ARF MEDIA RESEARCH WORKSHOP

Summary of out-of-home television viewing research 1980-1989; and description of personal diary study to be conducted by Nielsen in 1989.

1989 - EDWARD A. SCHILLMOELLER, NIELSEN - OUT-OF-HOME VIEWING: WHERE ARE WE AND WHAT'S AHEAD? - FROM THE 1989 ARF MEDIA RESEARCH WORKSHOP

Review of current NTI measurement definitions, and discussion of out-of-home measurement issues.

1990 - BRUSKIN FOR CAPITAL CITIES/ABC - SUMMER OUT-OF-HOME VIEWING

Telephone study conducted among a national sample of adults concerning use of television during the summer, while on vacation and at other times. Sample selection was by random-digit dial procedures; 1,003 interviews were completed from July 30 to August 6, 1990. The study found that 43% had already taken a summer vacation or planned to do so. While on vacation, 77% had watched television on average about three hours per day for six days. While not on vacation, 8% claimed some out-of-home viewing in an average week.

1990 - NORMAN HECHT RESEARCH, INC. FOR CBS - TELEVISION VIEWER RETENTION STUDY - PRESENTED BY NETWORK TELEVISION ASSOCIATION (NTA)

Analysis of channel switching based on NTI household tuning data for week of November 6, 1989 in New York, Los Angeles, Chicago and Philadelphia. Total sample size was 702 households. Analysis examined tuning and channel switching for each 30-second segment in test period. Results showed that switching was significantly lower on ABC, CBS and NBC than on the Fox network, the Fox affiliated stations of the six cable networks (ESPN, USA, CNN, MTV, WTBS and Family Channel)Switching was highest on the cable networks.

1990 - MARKETING EVALUATIONS FOR RAI ITALIAN BROADCASTING SYSTEM - RAI VIEWER SURVEY

Study to assess viewership of and opinion about Italian-language programs broadcast by RAI in the U.S. via six broadcast stations and over 200 cable systems. Conducted by mail in six major markets. Report is based on completed questionnaires from 1,600 respondents.

1990 - NIELSEN WITH ABC, ESPN AND NBC - A REPORT TO THE TELEVISION INDUSTRY ON THE NATIONAL OUT-OF-HOME VIEWING STUDY

This study was conducted as a joint project by Nielsen, ABC, ESPN and NBC to provide estimates of the amount and location of out-of-home viewing. The study was conducted over a four-week period, November 2-29, 1989, among a random sample of persons 12 and over residing in households and in college dormitories in the United States. Respondents were asked to record television viewing, in-home and out-of-home, and location of out-of-home viewing, in one-week personal diaries. 8,905 diaries were mailed; 4,196 usable diaries were returned (53%). The results are reported by daypart for total persons 12 and over, and for men and women by age. Overall, for total persons 12 and over, the out-of-home average quarter-hour rating ranged from .2 in early morning to .7 in prime time. The report also provides information about pilot research and methodological tests conducted as part of this research effort.

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