RT Journal Article
SR Electronic
T1 Interest-based Segments of TV Audiences
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 55
OP 64
DO 10.2501/JAR-40-6-55-64
VO 40
IS 6
A1 Ronald E. Frank
A1 Marshall G. Greenberg
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/6/55.abstract
AB 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.