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NIELSEN'S first in-depth local report on tv homes was made via instantaneous Audimeters
New Nielsen N.Y. study gives in-depth profiles
^ Special Audimeter report shows station-by-station audiences, according to different tv home patterns
^ Homes with children watch 40% more than adultonly homes; suburbanites duck late night tv viewing
JF\ number of provocative conclusions on local tv viewing audiences emerged this week from A. C. Nielsen's first in-depth study of home viewing in the Metropolitan New York area. Titled "The distribution of Tv Viewing" the new NSI report is a compilation of Instant Audimeter
data on March viewing by a 220 home sample in 17 counties in New York City and suburbs.
Heretofore information of this scope has been available only on a national level. The new Nielsen study provides a complete audience profile on each of the seven New York tv
outlets, and comes up with some surprises on individual station audiences. One non-network station for example accounted for 14.7% of all "large family" tv viewing between 5:30 and 7 p.m. and was the leading station in this group.
32.1% of the prime time audience of one New York outlet comes from the "light viewing" group, while the seven station average for this group is only 19.7%o.
The new Nielsen study breaks down its sample in nine different ways: distribution by 1) heaviest, medium, and lightest viewing homes, 2) by upper and lower income 3) by education of the head of the house — 4] years high school or more vs 3 years high school or less, 4) by location — in New York City or suburbs, 5) by children or no children in household, 6) by age of head of house — under 45 vs. 45 and over, 7) by homeowning, 8) by occupation, 9) by age of housewife.
During an average week 99% of New York tv homes use their set, but tv homes with children do some 40% more viewing than adult-only homes. Lower income homes do 50% more viewing during the daytime but from 5:00 p.m. to 2:00 a.m. upper income viewing is almost identical to that of lower income.
Home viewing based on the education of the head of the house shows little overall difference in viewing 6:00 a.m. to 2:00 a.m., but less educated New York families do significantly more (30%) viewing in the late evening hours after 11:00 p.m. Apparently, the perils and pressures of commuting cut down on tv usage in homes outside the five New York City counties, at least in late hours. 26% of New York City homes use tv after 11:00 p.m. while only 16.9% have their sets on in the suburbs.
A significant disclosure on daytime viewing was noted by Nielsen in announcing the new study. Whereas it is generally believed by many agency men and advertisers that "daytime tv is watched mainly by the same people," the new NSI report shows that though only 9% of New York tv homes use their sets on an average day between 6:00 a.m. and 10:00 a..m., in four weeks these early morn( Please turn to page 52)
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10 JULY 1961