chapter  8
18 Pages

Online and Offline Assessment of the Television Audience

Every day millions of Americans spend time at home with television. In a typical viewing session they enter a TV viewing area, turn on the TV if it is not already on, look at the television for some period of time, look away, and look back again. They may leave the viewing area and then return. They may engage in a variety of concurrent activities ranging from homework to housework to lovemaking to sleeping. They may change the channel, turn off the TV set, or exit the viewing area. Subsequently, TV viewers may remember some of the content and their economic, social, political, and intellectual behavior may be influenced.