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TWO NEW ARB STUDIES PROBE
^ More -than -routine look into tv audience facts is provided by depth research on households, individuals
^ Children, teens, and adult males average about the same amount of viewing but adult women 50% higher
I
families (1-2 persons) as large families 15-plus persons)
The larger gross viewing of small families totals up despite the fact there are about 50% more individuals in all large families than in small families, and despite the fact that, on the average, the large family (and the children thereof) does twice as much viewing on daytime weekdays than the small family. What tips the balance is the habit of families to do most of their viewing at night. Average nighttime viewing among small families is almost as high as among large families. (Note that, in all cases, the figures deal with telephone families.)
• Families with younger household heads (under 40) do more viewing on the average than families with older household heads. This is undoubtedly due to the fact that the younger household heads have more children at home.
• Contrary to popular notion, there is no simple relationship be
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#% pair of ARB studies taking a more-than-routine look into tv audience facts provides a fascinating glimpse of the viewing habits of Americans.
The more detailed of the two studies delves into household and individual viewer characteristics during the week of 2-8 March 1961. The other analyzes audience characteristics by network program type during January 1961.
The probability sample of some 1.600 families in the detailed studyis based on a universe of U. S. tv homes with telephones — a group totaling 47.5 million families and 152.1 million individuals. There is a wealth
of basic data broken down by (1) daytime, (2) nighttime, (3) weekend and (4) total week and crosstabulated by (1) family size, (2) age of head of household, (3) family income, (4) age, (5) sex, (6) housewives, and (7) grocery spending.
Here are some of the more basic facts in the study:
• While large families do about 50% more viewing than small families on the average, the total amount of viewing by small families is about a third more than large families. This seemingly contradictory statement can be explained by the fact that, despite all the kids around, there are about twice as many small
ifc
Adventure
Children's
Crime/ IVIystery
Documentary
Drama
Game/ Panel
Situation Comedy
Sports
Variety
Western
By homes
4
9
8
6
10
3
7
5
2
By persons
4
6
8
9
10
3
7
5
2
By men
3
10
7
8
9
4
6
5
2
By women
5
10
7
6
8
3
9
4
2
By teens
3
6
8
9
10
4
7
5
2
By children
4
1
9
10
8
2
7
6
3
■
Source: ARB tv national report, January 1901
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SPONSOR . • 28 AUGUST 1961