ERIC Number: ED312710
Record Type: Non-Journal
Publication Date: 1989-Nov
Reference Count: N/A
Countering the New Media: The Resurgence of Inheritance Effects in Primetime Network Television.
Davis, Donald M.; Walker, James R.
A study examined the impact of remote control devices, videocassette recorders, and cable television on inheritance effects (the tendency for viewers to continue watching a channel at the conclusion of a program). Inheritance effects were measured by calculating the correlation between program share and lead-in program share for all primetime programs with a network lead-in for the years 1983 to 1988. For each year studied, program shares (2,192 in all) were selected for two weeks in January, April, July, and November to insure that yearly comparisons could be made and that sample programs were stratified to control for the possible influences of seasonal audience changes and ratings sweeps. Results indicated that inheritance effects in network primetime programming were found to have decreased in the 1983, 1984, and 1985 seasons. However, results also indicated that the decreases in inheritance effects were reversed for the years 1986 to 1988. Findings suggest the composition of the network primetime television audience is changing and that the networks are possibly adjusting their promotion and scheduling practices to counteract declining inheritance effects. (Two tables of data and a note are included; 20 references are attached.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A