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’Television Ts Daytime Profile*
The survey is based upon a prelisted nationwide probability sample, which provides maximum reliability and safety. The study, conducted by W.R. Simmons & Associates, was made in January, 1954, employing 450 "clusters" or interviewing districts in 185 counties covering all regions of the country and all types of cities, towns and country areas. In all, 3*243 women, living in 2,871 households across the country, were interviewed.
As presented by Dr. Thomas Coffin, manager of research for NBC, here are the highlights of the survey, using as definition of a "daytime home" that TV home in which the housewife personally watched daytime TV during the week before the study:
1 - Two out of every three TV homes are daytime homes -that is, there are 16,700,000 TV homes in which the housewife person¬ ally watched daytime television in the past week.
2 - Daytime viewers are younger.
The biggest single group of daytime TV viewers is the group from age 25-34 inclusive - that age bracket called the "age of acquisition, " when women are getting married, having children, setting up homes, generally spending money. Twenty-nine per cent of the day¬ time TV viewers are in this group, compared to only 22 per cent of the non-viewers of daytime TV.
3 - Daytime families are larger.
Researchers found that in every 100 daytime homes, there are 371 people;in every 100 non-daytime homes, there are only 332 people. This means that 62,000,000 people live in daytime TV homes,
4 - More daytime families have children.
The study shows that 64 per cent of daytime homes - or 10,700,000 daytime homes - have a total of 24,200,000 children. Com¬ pared to this, only 49 per cent of non-daytime homes have children.
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