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This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1979, this paper reports on a face-to-face national probability survey of 2500 respondents in 1000 TV households covering leisure activities and TV viewing behaviour. The results were factor-analysed into 14 audience segments and have implications for TV station development and programme selection and scheduling.
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