Transformation Of Primetime TV Viewing Experience – Viewers Exert More Control.

A Knowledge Networks (KN) study of television viewing habits shows that primetime TV is now very much at the service of its users, who increasingly switch channels, multitask while watching, and personally select the programs they see. A comparison to earlier KN studies using the same methodology indicates dramatic changes in the primetime viewing experience over the past 10 years.

“Primetime television is still a powerful presence in consumers’ daily lives,” said David Tice, Knowledge Networks’ Vice President, Client Service, and director of The Home Technology Monitor™. “But this and other KN studies indicate that the television audience is searching for more ways to control the viewing experience, to make a place for TV as part of their increasingly hectic lifestyles. KN will continue to benchmark these inevitable changes.”

The report, How People Use® Primetime TV 2004, applies a proprietary KN technique for understanding consumers’ interactions with media. The How People Use® methodology has also provided insights into users’ interactions with DVRs and cellular phones, as well as children’s use of media technology.

The study shows that:

almost half (41 percent) of primetime viewers turn on the TV to watch a specific show “most of the time”

45% of primetime TV viewers are watching TV by themselves, versus 31% a decade ago*

47 percent of viewers switch channels during some part of a program — most commonly be-cause a program ends or to skip a commercial — as compared to 33 percent in 1994

the proportion of viewers doing other things — such as talking, snacking or reading — while watching primetime TV has increased slightly since 1994, from 67% to 75%

one-third of primetime viewers watch primetime TV out of their homes at least once a week, most commonly at friends’ or relatives’ homes

47% percent of the respondents believe that primetime advertising is better than other daypart advertising at making them aware of new products

videogame use during primetime increased from 1 percent to 6 percent in the past ten years.

* Comparisons to 1994 are for the 8PM-9PM hour only

For more information at http://www.nowledgenetworks.com