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PRIME EVENING VIEWING HAS DECLINED
HOMES USING TELEVISION 730-llPM SUM-SAT.
MAYAPRIL
'58 '59 '60 '61 Q/oTV 584 57.6 56.2 55.3
TJOO
22,951
24.480
24,728
'62 549
24.996
25.748
NOME ESTIMATES AS OF JANUARY EACU YEAR
Nielsen details tv viewing trends
L_
Reports on the "State of the Medium" Daytime usage up, nighttime lower Viewing of entertainment specials down Feature films big in metro areas
T!
he Television Audience, 1962" published In A. C. Nielsen Co. is a fact-filled 175-page report on the "State of the Tv Medium" Retailing trends in audiences, viewing, seasonal patterns, programing, and such special interest subjects as tv strategies of competing brands. and spot dollai distribution.
The full report is confidential (available only to Nielsen complete service subscribers) bul the re
SPONSOR/26 November 1962
search firm has released to sponsor a number of meaty charts and statistics which deserve wide industry stud) .
(lei tain to receive major attention are the Nielsen findings on the state of evening tv viewing where the trend is slightly down. ()nl\ a rise in da\ time \ iewing allows o\ ei all t\ usage to remain at substantially the same level (5 hours. 6 minutes average per home per da\ |
as it has been the past three years.
Night tv patterns. Nielsen homes using" figures for prime evening hours (7:30-11 p.m.) show a slow bul steady fall-oil over a five yeai period. In 1958 T>8.4% of tv homes watched during prime evening time. In 1959 57.6%, in I960 56.2%, in 1961 55.3%, in 1962 54.9%.
Only the fact thai the total number ol U.S. tv homes has risen in this period makes it possible to claim that "more people are watching prime evening t\ than ever before."
By contrast, however, Nielsen shows a gain for daytime viewing (from 1 In. 21 min. in 1959 to 1 hi. 29 min. in 1962, per averag* home per day) .
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