ERIC Number: ED386145
Record Type: Non-Journal
Publication Date: 1995-May
Reference Count: N/A
Public Television Viewing in a Dual Channel Market: Some Big Surprises! Info. Packets No. 13.
LeRoy, David; LeRoy, Judith
In a recent study of the Tampa (Florida) market, TRAC Media Services acquired some interesting information about the market's response to its two public television stations. WEDU is a VHF-signal community station that reaches about 745,000 households in a week, and WUSF is a university-licensed UHF station that reaches about 547,000. Month-long metered viewing data from the Tampa area were purchased from the Nielsen rating service. Of the metered homes in the market, 86% had viewed 1 or both of the public stations in the past 28 days. In fact, 48% of households had watched on 14 days or more, and 21% had watched on 21 days. Only 10% of the homes viewed only 1 genre on public television. In addition, 75% of the core audience for public television consisted of households without children. There were no significant differences in terms of education, age, sex of household head, or cable status for the core viewing households. Nature/travel and how-to shows accounted for the largest share of the viewing (73% and 57%, respectively) on both stations. Unique programs telecast on WUSF did not demonstrate much viewer appeal. The relationship between the two stations in terms of competing for viewers and the use of two stations for time shifting of programs viewed will be the subjects of further research. (SLD)
Descriptors: Audience Response, Audiences, Cable Television, Comparative Analysis, Competition, Demography, Marketing, Programming (Broadcast), Public Television, Television Research, Television Viewing, Trend Analysis
Corporation for Public Broadcasting, 901 E. Street, N.W., Washington, DC 20004-2037 (free).
Publication Type: Reports - Evaluative
Education Level: N/A
Sponsor: Corporation for Public Broadcasting, Washington, DC.
Authoring Institution: N/A
Identifiers - Location: Florida (Tampa)