Survey: Viewers Changing Patterns, Not Tuning Out, During Strike
Carat Finds 72% Say Primetime Viewing Hasn't Dropped
By Linda Moss -- Multichannel News, 1/28/2008 8:56:00 AM
Despite the writers strike, primetime TV viewers are not deserting the medium in mass, but they are shifting their viewing patterns, according to a study Carat released Monday.
Some 72% of respondents report that they are watching the same amount of primetime TV than before the strike, while 25% of people are watching less and 3% are watching more.
To gain a better understanding of consumers' media habits and attitudes as a result of the strike, Carat fielded an online survey of 1,000 primetime TV viewers ages 18 and older.
The survey discovered that consumers are changing what they watch during primetime. For example, they are willing to watch different genres, watch repeat episodes and channel surf to hunt for different programs. Additionally, they are open to expanding their use of other entertainment options such as online, DVDs, magazines and video games.
For those who “would not” or “may not” continue to watch their favorite shows in repeats, the top choice was to go online (54%), followed by channel surfing until they found something else interesting to watch (51%).
“The majority of primetime viewers are watching the same amount of TV, so not much has changed yet,” Michelle Lynn, senior vice president of Carat Insight, said in a prepared statement. “We'll continue the dialogue with consumers every few weeks to stay on top of what what they're doing and to examine the new opportunities that arise as a result of the strike.”
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