Cultural and lifestyle influences on mainstream viewing. A comparison of out-of-home data from the US and Germany

Graham Graf

Out-of-home viewing has been documented in a number of studies. Much of this research has been conducted in the U.S.

Cultural and lifestyle influences on TV viewing. A comparison of out-of-home data from the U.S. and Germany

Gerhard GrafConsultant, GermanyHorst StippNBC, United States

INTRODUCTION

In contrast to measures of radio listening and newspaper or magazines reading, measures of television exposure typically do not include viewing outside of the home. Television meters, which are placed in private homes, do not measure any out-of-home exposure, and it appears that regular diary studies -- such as those conducted in local U.S. markets -- do not capture out-of-home viewing very well.

In order to assess the total amount of viewers' TV...

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