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HERE'S WHAT'S SHOWN IN TvB'S NEW VIEWING SURVEY
00
5
Men Women Teens Children
Mon.-Fri. Saturday
Sunday Sat. & Sun.
CO
ISETWORK
Audience by 1/^ hour periods
y
v/
y
y
J
y
y
y
v/
TIME
Cumulative audience
v/
V
^/
•
s/
y
•
y
\/
NETWORK PROGRAM TYPES
yy
•
V
x/
V
v/
LOCAL
Audience by 14 hour periods
\/
V
V
•
/
y
/
y
v"
TIME
Cumulative audience
I/'
•
y
/
V*
y
y
v/
V^
LOCAL PROGRAM TYPES
v^
•
•
>/
y
y
V'
V
New storehouse of tv information
^ TvB's most recent study is probably the most comprehensive ever made of U. S. television audiences
^ Emphasis is on people, rather than homes. Survey goes into local, as well as network, program analysis
\^ne of the most comprehensive studies of tv viewing ever published has just been released by the Television Bureau of Advertising.
The result of a year of intensive work and planning, tabulating and cross-tabulating, the study is a veritable computer-size storehouse of information about the U.S. tv audience, much of which has never been published before.
It's the kind of study that doesn't set out to prove anything but actually ends up by disclosing all kinds of fascinating facts that could well trigger
some switches in media strategy.
Though the study doesn't sell anything except the value of facts, it was designed with a point of view, namely, that the most important measure of the tv audience is people, rather than homes.
At first glance, the variety of data are numbing. The study breaks down the audience into four population segments — men, women, teenagers and children — then goes on to show each segment in the process of watching tv (1) by half hours, (2) by cumulative audience, (3) bv network
time, (4) by local time, (5) by type of network show — both daytime and nighttime, (6) by type of local show — in five day-parts, I 7) by weekdays, (8) by weekends, (9) by Saturday and Sunday individually, (10) by all seven days of the week.
The study breaks out of the ironclad stricture that tv viewing be shown only as a percent of tv homes. Now that nearly nine out of 10 U.S. homes have tv, TvB took the position that it was logical to use U.S. totals for each population segment as a base. (A summary version of this approach can be found in sponsor's 1959-60 Air Media Basics, pages 98 and 100.) In other words, instead of showing that, for example, men constitute 25% of the audience to a show type or time period. TvB tallied the actual number of men involved and calculated the share of all U.S. men who were viewing the particular program time period concerned.
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3 OCTOBER 1959
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