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viewer
instance, in the average home where late-night viewing occurs three days of the five, how many quarter-hours are spent watching tv prime-time on the average day?
According to Table II, with the exception of famihes watching only two days, the amount of viewing tends to increase as the number of viewing days increases.
The five-day viewing family watches an average of five quarterhours of tv during the course of a five-day week. The family that views during four of the five days watches an average of 3.6 quarter-hours each day. The same habit pattern exists for the three-day family — 3.6 quarter hours each day. Somewhat out of line, the family recording viewing on only two days watches an average of 3.1 quarterhours, whereas the one-day viewing family watches an average of 3.4 quarter-hours.
Are any particular days or combination of days viewed more often than others? The information gathered from this study seems to indicate that there are favorite nights for the late viewer.
To illustrate: of the families viewing but one evening, 45.1 percent view Friday night, 19.5 percent view Wednesday night, 17.1 percent Monday night, 11.0 percent Tuesday, and 7.3 percent Thursday (see Table III).
It's also interesting to note that of the total families viewing lateevening television, 17.9 percent view past 1:00 a.m. on at least one occasion during the course of the five days; an additional 2.5 percent view past 2:00 a.m., and a final 2.5 percent past 2:30 a.m. (Eastern and Pacific times).
It should be pointed out, however, that the length of the broadcast day obviously varies from market to market. In some, it would be impossible to view tv after, let's say, 1:00 a.m.
(With this in mind, it is highly
TABLE III
POPULARITY OF DAYS VIEWED IN LATE EVENING
(by percent of families viewing each day or day-combination)
Viewers watching one night only
Friday
Wednesday
Monday
Tuesday
Thursday
Total Viewers watching two nights only
Wed,
Fri
Thur,
Fri
Mon,
Fri
Wed,
Thur
Mon,
Wed
Tues,
Fri
Mon,
Tues
Tues,
Wed
Tues,
Thur
Total
Viewers watching three nights only
Wed,
Thur,
Fri
Mon,
Tues,
Fri
Tues,
Wed,
Thur
Mon,
Tues,
Wed
Mon,
Wed,
Thur
Mon,
Wed,
Fri
Tues,
Thur,
Fri
Mon,
Tues,
Thur
Mon,
Thur,
Fri
Tues,
Wed,
Fri
Total
Viewers watching four nights only
Mon, Wed, Thur, Fri
Mon, Tues, Wed, Thur
Mon, Tues, Wed, Fri
Mon, Tues, Thur, Fri
Tues, Wed, Thur, Fri
Total
45.1% 19.5 17.1 11.0 7.3
1 00.0%
23.2%
17.9
12.5
12.5
10.7
7.1
7.1
5.4
3.6
1 00.0%
32.1%
12.5
10.8
9.0
7.1
7.1
7.1
7.1
5.4
1.8
100.0%
31.3%
23.4
18.7
14.1
12.5
1 00.0%
November 23, 1964
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