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NIELSEN TELEVISION SERVICES IN THE UNITED STATES .. Nielsen Television Index (NTI) provides continuing satellite networks, local cable systems, pay -TV estimates of TV viewing and national sponsored services and program suppliers. network program audiences, including national IN CANADA .. ratings 52 weeks per year. Data regularly reported Nielsen Broadcast Index (NBI) is the Canadian include persons audiences and household counterpart of the Nielsen Station Index in the audiences by market sections, Daily Ratings, Fast United States. NBI measures television station National and Multi- Network Area Ratings, audiences in the 41 DMA's that comprise the total Cost /1000 Estimates and Program and Brand Canadian national market. NBI report frequency Cumulative Audiences. In addition, the National varies from 3 -18 weeks, depending on market size. Audience Demographics Report provides estimates Report book features include demographics, special of audiences by persons categories within vs. regular time period listings, trends, cumes, week - household demographics. NTI's on -line multiphase by -week ratings and metro area ratings for major time -sharing computer systems offer clients direct reports. access to a wide range of special analyses. Nielsen Television Index (NTI) publishes network Nielsen Station Index (NSI) measures television television audience measurement reports for 37 station audiences in over 200 local markets, and weeks of the year. These reports cover all programs provides season -to- season reports (up to seven per carried on Canadian networks: CBC, CTV, Global, market per year), on viewing by time periods and Radio -Canada and TVA. programs. NSI measurements include metro area IN BELGIUM .. and Designated Market Area (DMA) ratings, station Diary measurement of national audiences two total audiences, program pre- emptions, cumulative months per year. audiences and "time viewed," and estimates of IN ITALY.. viewing over a wide range of demographic National audience reports are provided monthly, year. They include data for the categories. nine times per Additional copies of this brochure at no charge are available Nielsen Metered Market Service provides daily national networks, foreign stations and all local within U.S.A.. Canada, U.K., Ireland. Mexico and Japan upon and weekly reports on television audiences in New stations combined. request to A.C. Nielsen Company. Nielsen Plaza, Northbrook, Illinois 60062. U.S.A. and within Continental Europe, South York, Los Angeles, Chicago, San Francisco, Three times per year, the local service reports on Africa, Brazil. Australia and New Zealand from A.0 Nielsen Philadelphia and Detroit (starting in Fall,1982) via a household and persons viewing activity for all major Management Services S. A.. P O. Box 516. CH -6002 Lucerne. Switzerland. sample of households with Audimeter ® instruments stations in 19 regions. linked directly to Nielsen computers. IN JAPAN... The Nielsen data in this booklet are estimates of the Nielsen HomeVideo Index (NHI) provides Nielsen Station Index was established there in audiences and other characteristics of television usage as measurement services for the cable television 1960, and produces Metered Market measurements derived from Nielsen Television Index and Nielsen Station Nagoya and Index measurements. The use of mathematical terms herein industry and related in -home video forms. This for the Tokyo, Osaka and areas diary should not be regarded as a representation by Nielsen that includes audience measurements for the cable measurements for 7 other markets. such measurements are exact to precise mathematical values. Copyright 1982 by A.C. Nielsen Company. Printed in U.S.A. All rights reserved. IELEV Historically, each year has brought remarkable new developments to the television industry. But neuer before in history has the industry witnessed the rate and dimension of change seen in the recent past and this change promises to continue virtually unabated. Both the traditional and new forms of television are commanding high audience interest as documented by the record viewing levels set during 1981. Millions of living rooms and family rooms across the country have been transformed into combined information, home services, and entertainment centers. Since television and cablevision have become even more complex and competitive, it is imperative that the marketplace has full confidence in the audience estimates provided. We are grateful to you - our good clients and friends - for your continued expression of that confidence. Highlights from the various reports and studies compiled by the Nielsen Media Research services are contained in this, our 27th issue of the Nielsen Report on Television. We hope you find it worthy of your review. James D. Lyons President Media Research Group 1 cboices ati of c1atrei Viewer Ong nrbel incieas According to the Federal Communications Commission, there were 1,045 stations on the air ... 774 commercial and 271 public ... as of January 1, 1982. Nielsen Television Index reports that as of 1981, 43% of television households could receive the signals of 10 or more television stations; this compares to only 20% in 1972. However, the share of television homes able to receive TV fare on 10 or more channels becomes 53 %, when channels programmed by the cable -only services are added to "stations receivable." STATIONS AND CHANNELS RECEIVABLE PER TV HOUSEHOLD % SHARE OF TV HOUSEHOLDS -3 4 5 6 7 8 9 10+ 10 -11 10 315¡ 8 I 9 8 53 12 -14 24 100% 13' NO OF CHANNELS 15 1981 10- 1 1 19'- 3I5I 8 9 10 13 43 12 -14 17"- 100% 15 7 NO OF STATIONS 11 20 100% 1972 6 11 1 12 10 18 12 I NO. OF STATIONS 1964 22 19 14 19 12 6 4 4 100% NO OF STATIONS SOURCE NTI SAMPLE 2 Nielsen estimates 81.5 million U.S. Households owned at least one TV set as of January, 1982. More than half of these TV homes owned more than one set and 86% owned color TV sets. TV OWNERSHIP 81.5 TV HOUSEHOLDS 76.3 77.8 (MILLIONS) 74 5 69.6 86 85 % COLOR 83 - 81 60 1 53 8 74 ff 45 2 52 (-)9 50 51 48 % MULTI-SET 32 0 43 41 35 4.6 I I MARCH JAN. JAN. SEPT. SEPT. SEPT SEPTEMBER EFFECTIVE 1950 1955 1960 1965 1970 1975 19781979 1980198 DATE TV OWNERSHIP U.S. CENSUS 1950-'70; NIELSEN ESTIMATES 1975-'81. COLOR: ARF CENSUS 1985; NIELSEN ESTIMATES 1970-'81. MULTI-SET: U.S. CENSUS 1980-'85: NIELSEN ESTIMATES 1970-111. ' AS OF 1979. ESTIMATES BASED ON JAN. 1 OF FOLLOWING YEAR. EFFECTIVE IN SEPT. oYe S o tnpse .N l oasaUd eY ao fe adults"adtilts [ion The total number of persons in TV households increased 15% since 1970 (215.7 million vs. 187.2 million). The share of the adult population (18 years and over) rose from 67% to 75 %, whereas the non -adult population declined from 33% to 25 %. f TOTAL PERSONS IN TV HOUSEHOLDS (MILLIONS) 21565 200 17 18721 9 11 6 7 9 8 11 15 12 YEN 13 12 11 33 11 10 3U 12 6 6 12 5 6 EE, 13 6 5 16 13 14 11 9 13 8 w WOMIN 7 6 1970 1975 1981' NON -ADULTS ADULTS (AS % OF TOTAL PERSONS) (AS % OF TOTAL PERSONS) BASED ON JAN. 1, 1982. OTHERS BASED ON SEPT. 1 EACH YEAR 4 Television viewing levels increase throughout the day, reaching a peak between 8PM and 10PM. Thereafter, TV usage falls off rapidly as people go to bed. There are extreme variations in TV usage levels from winter to summer, particularly during late afternoon and evening hours. In contrast, there are only minor differences in early morning and late night. PERCENT OF HOUSEHOLDS USING TELEVISION MON. -FRI MORNING MON -FRI. AFTERNOON MON -SUN. EVENING 7 8 9 10 11 12 12 1 2 3 4 5 6 6 7 8 9 10 11 12 AM NOON PM PM PM AM SEPT. '80-AUG. '81 FEB.'B1 NIELSEN ESTIMATES -TOTAL U.S. NY TIME. EXCEPT NYT + 3 HOURS IN =.111 JULY '81 PACIFIC TERRITORY. 5 climbs usage ion to per day household 31 to nearly 6 TV households, on the average, viewed an estimated 6 hours and 44 minutes a day during the 1980 -'81 TV season; the highest season average ever reported. This represented a 9- minute annual increase over the 1979 -'80 TV season, with even larger increases reported in February (+ 10 minutes) and July ( +20). AVERAGE HOURS OF HOUSEHOLD TV USAGE PER DAY 6:44 635 626 601 611 HOURS: MINUTES 5:30 FEB. 6:28 6 53 6 49 7:11 7:22 7:32 JULY 4:23 508 5 33 5:46 5:48 6:08 1965- 1970- 1975-1978- 1979- 1980- '66 71 76 79 80 81 NIELSEN ESTIMATES BASED ON TOTAL U.S. HOUSEHOLDS SEPT. -AUG. 48-WEEK AVERAGE EXCLUDING UNUSUAL DAYS. 6 amlptg e eatei TV usag Households Pdults Cable HouseholdñNo _Pay_Households With On the average, TV households viewed over 49 1/2 hours of television per week, however, certain homes viewed far more than that. Households with 3 or more persons, and those with non -adults, tuned in for about 60 hours a week. Pay Cable households viewed substantially more television than either those households with only Basic Cable service or no cable at all. HOURS OF TV USAGE PER WEEK BY HOUSEHOLD CHARACTERISTICS MONDAY -SUNDAY 24 -HOUR TOTAL 6020 58:08 59:50 51:00 51 18 48-49 1 48 1 1 47:03 48:21 45:11 46:13 42:57 NOV. 1981 33:53 12 $20,000+ NOV. 1975 37:26 52:41 42:17 48:03 50:15 43 59 38 41 + crg Q+ W O órn O O Of ó § Z Z O) ci Ci co > z° N (h O o Z D h Vl N M a co Z Z HOUSEHOLD SIZE HOUSEHOLD INCOME CABLE SUBSCRIBER PRESENCE OF NON -ADULTS NIELSEN ESTIMATES' NATIONAL AUDIENCE DEMOGRAPHICS REPORT 7 In general, women view more television than men, older men and women view more than younger age groups and younger children view more than older children and teenagers.
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