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Tv and the late-nightl
During the late-night viewing hours television reaps a bumper audience crop
By Dr. John R. Thayer
Assistant Manager of Market Reports, ARB
TABLE I
EXTENT OF LATEEVENING VIEWING
(by number of days each
family views after primetime hours)
Number of days Percent
5 28.8%
4 17.0
3 15.7
2 15.7
1 22.8
TABLE II
AVERAGE DAILY
QUARTER-HOURS OF
LATE-NIGHT VIEWING
Average daily
Number
of
quarter-hours
days
viewed
5
5.0
4
3.6
3
3.6
2
3.1
1
3.4
Total 100.0
■ Some advertisers and their agencies may view late-night tv much as the ancients viewed the oceans beyond the Gates of Hercules — an uncharted sea where you can sail to the edge of the prime-time viewing hours, and then plunge into sheer nothingness.
It just isn't so. Nearly two out of ■ every three tv families are afflicted • with a tv brand of insomnia which can pay dividends in late-night tv time for advertisers.
A checkup on a typical spring week of 1964 — the May 6-12 period — in the ARB Tv national diaries reveals that 63.6 percent of tv families watch late-night tv during the week on one or more occasions.
Further, the average late-night viewing family watches about three hours and fifteen minutes worth of tv beyond the prime-time hours during the five-day, Monday through Friday period, the 572 ARB tabulation shows. Admittedly, there is wide variation; post-primetime viewing amounts to as little as one quarter-hour in some diaries during the week, and as much as 59 quarter-hours in other tv homes.
In the ARB study, all diaries were analyzed relative to network programing. That is. Eastern and Pacific diaries were tabulated from 1 1 p.m. to sign-off. Central and Mountain diaries from 10 p.m. to sign-off. Thus, late-night viewing pertains to viewing done after 11 p.m.. Eastern and Pacific time zones, and 10 p.m. Central and Mountain time zones, with all data presented here in terms of families — not individuals.
Interestingly, late night viewers tend to be either "light" viewers (22.8 percent watch only one day of the five) or extremely "heavy" viewers (28.8 percent watch all five days). Table I shows the distribution of late-night viewers by the number of days family views.
How much actual viewing takes place in each of these cases? For
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