ERIC Number: ED305062
Record Type: RIE
Publication Date: 1988-Feb
Children's Television Commercialization Survey. A Special Report from Research & Planning.
Cohen, Edward E.
The National Association of Broadcasters conducted a mail survey of local commercial television stations to determine the levels of commercials and non-program material run in programs produced for children under the age of 12. A random selected composite week from the 1986-87 television season was used and 267 stations from a random sample responded for a 57.4% response rate. The survey yielded over 5,600 programs covering more than 3,000 "clock hours" of air time. The results of the survey showed that the average children's program contained slightly more than 8.5 minutes of commercial time on a per-hour basis; total non-program material time was just over 13 minutes per hour; and commercialization levels in non-network programs appear to vary by market size. It was also found that over two-thirds of all programs have fewer than 10 minutes per hour of commercials, and nearly 9 out of 10 programs have fewer than 12 minutes of commercials on a per hour basis. A complete copy of the survey is provided, and the data from the survey is summarized in eight tables. (Author/EW)
Descriptors: Broadcast Industry, Childrens Television, Commercial Television, Programing (Broadcast), Television Commercials, Television Research, Television Surveys, Television Viewing
National Association of Broadcasters, 1771 N Street NW, Washington, DC 20036 (free).
Publication Type: Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: National Association of Broadcasters, Washington, DC.
Note: A Special Report from the Research & Planning Department. Cover title varies slightly.