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BIG FAMILIES ARE HEAVY VIEWERS IN SUMMER
Winter anil summer viewing homes are arranged by quintiles i tlutt is. Ii\ fifths) in order oj intensity "I viewing in chart above. Melsen figures indicate that the larger families tend to be the heaviest viewers daring both u inter anil summer
enlightening. The comparison >li« >w «■«! ithat the lightest sumrnei viewers spent about 60S less time with tv than the lightest winter viewers. Hut the heaviest summer viewers spent onlv 1T'< less time with tv than the eaviest winter viewers. The quintiles in between showed corresponding declines in viewing.
One result of this pattern is that the heavy quintile during the summer accounts for a greater share of total summer viewing than the heaw viewing quintile in winter accounts for in the winter viewing total. Puttiiii: it another way, hea\ \ sumliner viewers are relatively heavier than heaw winter viewers. In terms »f viewing time share, here are the actual figures: Heaw summer riewers account for 3695 of all summer view inn: heaw winter viewers, on the other hand, account for 30' i of all w inter \ iew ing.
Rut McGlather) was still not finished. He took each quintile, winter and summer, and broke it low ii b) size of family, i See chart hove.) \ clear pattern emerged. Lar»e families tend to be heaw view.r both winter and summer. The pattern is less marked in the summer hut it is there, nonetheless. Out of curiosity, McGlathen did
some more manipulation with the quintile figures. He wanted to find out whether the small families (one
to two i pie) differed in their
viewing from large families i five or more) within each quintile, winter and summer. The answer was that the differences were slight. That i-. viewing In small families and large families in the heav \ viewing quin
tiles do ii"t differ from each other, w inter or summer, etc.
McGlather) did one more major tabulation. He wanted to compare audience composition throughout the evening. [*o simplify the comparison, he used onl) the first 15 minutes l"llowing each hour from 6 through lit p.m.. New York time. (Since New York time comparisons are of \alue
HOW SUMMER TV AUDIENCES VARY
TV HOMES REACHED
LIGHTEST VIEWING 20%
NEXT 20 %
NEXT 20%
NEXT 20%
HEAVIEST VIEWING 20%
AVC. HRS. PER WEEK
■i viewing quintiles ' arranged as in chart at top) reveal heavy summer i niiers watch almost as many hours weekly <;< do heavy wini
WINTER 94.2%
SUMMER 909°o
SEASONAL DECLINE
4%
11.58 HRS
■1.79 HRS.
59%
20.63
1116
46%
25 06
16 61
34%
2955
22 00
26%
37.0-1
3062
17%
24.75
17.02
31%
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4 april 1959
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