ERIC Number: ED118145
Record Type: RIE
Publication Date: 1975-May
Reference Count: 0
Television Program Complexity and Ratings.
Krull, Robert; Watt, James H., Jr.
This paper applied findings from studies using the kind of viewing measures used by social scientists, to the relationship between programing and viewership when viewership is measured by means used by producers. Total aggregate viewership and the relationship of viewers' ages to viewership was concentrated on. Effects of competing programs on aggregate viewership (the issue of counter-programing) was not dealt with. The relationship of program form complexity to viewership as measured by ratings was also examined. The expected preference for middle program complexity values in general on the part of viewers failed to appear. Age was found to be strongly related to the amount of viewing, and the degree of program complexity seemed to be moderately related to the age of viewers. Changes in program complexity aPpeared to cancel one another out. Programs high in complexity were attractive to young adults; however, these individuals did not watch much television. The net effect appeared to be a rather flat response of total audience size to changes in program complexity. Noncommercial programs appeared to be less complex in form than commercial programs and their ratings suffered as a result. Also, program complexity was likely to be related to production cost. (HB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the American Association for Public Opinion Research Conference (Itasca, Illinois, May 1975)