Intermedia Research: Audience Research

Newsweek Media Research Index

Intermedia Research: Audience Research

1974 - THREE SIGMA RESEARCH FOR RAB - ALL RADIO MARKETING STUDY (ARMS II)

A study to secure demographics, product usage and audience levels for radio, TV and newspapers from the same respondents.

1979 - JESSE E. TEEL, WILLIAM O. BEARDEN AND RICHARD M. DURAND - PSYCHOGRAPHICS OF RADIO AND TELEVISION AUDIENCES - JAR, APRIL 1979

Study comparing psychographic characteristics of members and non-members of radio and TV audiences. Based on personal interviews with 754 respondents in a major southwestern city. Study found that radio and television audiences exhibited distinct psychographic characteristics vs. non-users, particularly when analyzed by daypart.

1980 - MELVIN R. CRASK AND FRED D. REYNOLDS - PRINT AND ELECTRONIC CULTURES? - JAR, AUGUST 1980

Analysis of lifestyle characteristics of four media exposure groups: (1) high television, low magazine (2) high magazine, low television (3) high television and magazine (4) low television and magazine. Based on national mail survey of 1,689 women respondents, study found life-study profile differences among the groups.

1980 - BRUSKIN FOR TELEVISION BUREAU OF ADVERTISING - STUDY OF UPSCALE HOUSEHOLDS

Reports of daily reach and daily time spent with four major media, by adults: by income, occupation, education and age. Study found: 82% of adults in households with incomes of more than $25,000 are reached daily by television, compared with 80% by newspapers, 72% by radio and 37% by magazines. Daily time spent with each medium by adults in these households was two hours and 27 minutes for television, one hour and 50 minutes for radio, 35 minutes for newspapers and 20 minutes for magazines.

1980 - RONALD E. FRANK AND MARSHALL G. GREENBERG - THE PUBLIC'S USE OF TELEVISION - SAGE PUBLICATIONS

National study of media use reported for 14 consumer attitude/interest segments. Covers four major media. Conducted by National Analysts.

1983 - AUDIT & 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.

1984 - TONY TWYMAN, RESEARCH BUREAU LTD., LONDON, U.K. - NEW MEDIA: NEW RESEARCH - FROM THE 1984 ESOMAR CONFERENCE, LISBON

Discussion of new developments in the electronic media and in print media; and their implications for future media research methodology and systems.

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.

1984 - SCARBOROUGH FOR THE ATLANTA JOURNAL AND CONSTITUTION - ATLANTA MARKET STUDY

Audience report for newspapers, weekly magazines and monthly magazines. Frequency of reading grocery store ads and department store ads.

1986 - BRUSKIN FOR THE RADIO ADVERTISING BUREAU - MEDIA TARGETING FOR THE 90'S - PRODUCT USE AND DEMO DATA FOR 97 CATEGORIES

Study measuring time spent with radio, television, magazines, and newspapers per day. Telephone interviews were completed with 1,280 respondents in a national probability sample of persons 12 years and older. Type of estimates reported includes: time spent with the four media per day, share of time with each medium, reach of each medium. These estimates are reported for 49 demographic and 48 product/service segments; for the total day and by daypart.

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