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4 television Ts Daytime Profile*
homes , the figure is only 89 packages. Totaling up all the 10 food products studied, the researchers found that daytime families bought 1004 units per 100 homes during the week; non-daytime homes bought only 727 units. This amounts to 38 per cent more units purchased each week per 100 daytime homes.
8 - Daytime families are better and bigger customers for household items.
Again, for all seven items studied - bleaches, floor wax, scouring pads, paper napkins, wax paper and foil, toilet soaps, laundry soaps and detergents - more daytime families buy per week than do non-daytime families.
And, again, they buy more. For each 100 homes, daytime families bought a total of 455 units of the seven items per week.
For the same number of homes, non-daytime families bought 3^8 units.
9 -■ Daytime viewers are better customers for drugs and toiletries .
Of the eight items studied, daytime viewers are better customers for six (home permanents, vitamins, shampoos, deodorants, facial tissues and headache remedies); are tied in one item (lipstick), and are slightly below non-daytime viewers in the last item (hand lotion). Volume of purchases was not investigated on these items.
10 - Daytime viewers are better customers for cigarets.
About two out of five women who watch daytime TV are smokers. Only one out of four of the non-daytime viewers smokes,
11 - Daytime families are better customers for home improvements .
More than half the daytime families made major improvements
in the past year; only two out of five non-daytime families made such
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