chapter  2
25 Pages

Mass Audience Behavior

In any given market, these hourly patterns of media use are remarkably stable. This is not to say they are written in stone. As more and more women enter the workforce, or as people begin to telecommute, patterns of availability may change. But, from one year to the next, this kind of aggregated audience behavior is highly predictable. In fact, it is bedrock on which media buyers and sellers build their estimates of future ratings (Webster & Lichty, 1991).