Interest-based Segments of TV Audiences

Ronald E. Frank and Marshall G. Greenberg

Journal of Advertising Research, 2000, vol. 40, issue 6, 55-64

Abstract: In 1977, 73,307,000 households in the United States had at least one television set (Arbitron Company, 1978), which accounts for all but about 2 percent of households. In a 1974 Gallup Opinion Index Survey, 46 percent of the population reported television as their favorite leisure-time activity. Reading ranked second, with 14 percent (U.S. Bureau of the Census, 1977). The television set in an average household is on about seven hours a day. Television ranks as the most pervasive leisure-time activity in the United States. Its importance has made it the subject of a substantial literature, ranging from articles in popular magazines to the most erudite of academic treatises. The vast majority of published work is about program content, viewing behavior, and/or criticism. Surprisingly little has been published regarding the general role of the medium in the lives of its audience. The two principal works are monographs by Steiner (1963) and Bower (1973).

Date: 2000
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