Interest-based Segments of TV Audiences
Ronald E. FrankandMarshall G. Greenberg
In 1977, 73,307,000 households in the United States had at least one television set (Arbitron Company, 1978), which accounts for all but about 2% of households. In a 1974 Gallup Opinion Index Survey, 46% of the population reported television as their favorite leisure-time activity. Reading ranked second, with 14% (U.S. Bureau of the Census, 1977). The television set in an average household is on about seven hours a day. Television ranks as the most pervasive leisure-time activity in the United States.
Its importance has made it the subject...