Interest-based Segments of TV Audiences

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

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...

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