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This is to eertifg that the

thesis entitled

"A Survey of the Radio
Listening Habits of Three
¥undred "elevision ramilies
in the Cities of Lans‘ng

adbtl-a ' I-‘li"rn"
n pggsentepanilgng’ chlga

Steven D. Potter

has been accepted towards fulfillment

of the requirements for

LL—degree m Q eech

 

Date May 3]" 1931

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TABLE

II.
III.
IV.
V.

VI.
VII.
VIII.

LIST OF TABLES

Tue Adult sample . . . . . . . . . . . . .
Lezersfeld and Kendall's sample . . . . .
Occuyetions of tne Auult Sample . . . . .
Length of Television Ownersnip . . . . . .
Number of Raeio Sets in working Order

in tne Homes . . . . . . . . . . . . . .
Age Groups of Qailoren in tne Sample . . .
Overall atprsisel of tae Six Institutions.
Comyerison of anee Studies in Oversll

Appraisal . . . . . . . . .
Number of Ltetions Received on Television

Set . . . . . . . . . . . . . . . . . .

How Msny Days Did You View Television in

tne Pest Seven Days? . . . . .

O O O O 0
Hours Per Week Spent Wetcning Television .
Usuel.lhmxrs of Televiijnl‘liewing . . . .

Favorite Television Programs . . . . . . .

How Many Days Did You Lister To Radio

in tilt: PhSt SCVCH DEIJyS? o o I o o o o .
nours Fer deex Seent Listening to dauio .

Usual hours of x-ieoio Listening; . . . . . .

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16
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18

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XVII.
XVIII.
XIX.

XX.

XXI.

XXII.

XXIII.

XXIV.

XXV.

XXVI.

XXVII.
XXVIII.

XXIX.

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Radio Listening After bix PH . . . . . .
Radio Programs Listened to after Six rm .
Are Tnere Times Anen botn nadio and

Television Are In OPCICtIQH? . . . . .
Times of Dual Ureratisn . .

Tynes of Programs Listened to on tne

Radio mnen tne Television Set is in
Cyeration . . . . . . . . . . . . . . .
Favorite Radio Programs . . . . . . . . .
Do You Prefer Radio Or Televisi n
Do Yoi Prefer hauio or Television Drama?.

3

Comparison of Number oi flours beent
Listening and Viewing . . . . . . . . .

.Divisixni of thiiflltfll . . . . . . . . . .

Number of nours bpfint by Cniiuren in

Television Viewing in a Seven Day

PU1.iOd 0 o o o o o o o o a

Favorite Television Programs 01 Cnildren.
humbeI'cfl‘thyirs onent ty’thntluren
Listening to Radio in a Levon Day

FELIiOd o o o o o o o o o o o o o o o 0

Favorite dauio Programs of Gnildren . . .

iv

PIAGE

45

46

47

(F‘
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64

65

CHAPTER I
THE PROBLEM AND‘bsriNiTiONs OF TERMS USED

“The mass media are a characteristic of present day
American life."1 This statement was made by Lazarsfeld
and Kendall in late 1947. Since that time, television has
made its presence felt on the American scene. This new mass
medium has developed rapidly in the past few years, and thus
presents another mass medium to be considered by professional

and amateur investigators as well as by laymen.

I. THE PROBLEM

S ent of th 0 l m m o t c o t tud .
The purpose of this study is to show the radio listening
habits of three hundred television families in the cities of
Lansing and East Lansing, Michigan. Since both radio and
television are mass media, it seems important that a comparison
be drawn as to the relative listening and viewing habits of
the individuals considered in the survey.

The reader should remember that the Lansing area is an
atypical community, televisionmise. There is only one
television station in the area. This station comes on the
air at 4:00 P.M. and goes off the air at 5:00 P.M. It

returns to the air at 6:00 P.M. and continues to Operate

~—

1Paul F. Lazarsfeld. and Patricia Kendall, fiadig
ListeningiIn America_flNew York: Prentice-Hall Inc., 1948), p. l.

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6

"In considering the degree of representativeness
attained in a sample, the purposes for which the
study is designed must be considered. One of the
declared purposes of the Neilsen radio audience
measurement service is to report findings on small
segments of the total sample, such as the number
of homes listening to each radio station...In
sampling parlance a ’controlled' sample is usually
interpreted to mean a 'stratified' sample. But, as
has been pointed out by Samuel E. Gill, the Neilsen
sample cannot be 'stratified' in eight dimensions
because it is mathematically impossible to make 5
many stratifications with a sample of 800 homes.”

Roger B. Hamlin4 used the following system of

division. He divided the Lansing area into thirteen
arbitrary zones, and then.took two per cent of the
population for a total sample of 500. Hamlin calls this
a ”stratified random sample”. By Chappell's and Hooper's
definition, this means
”One in which all members of a pOpulation have
equal Opportunity for being selected as members of
the sample, selected in accordance with well known

population characteristics and develoPeg for
internal consistency of all its parts.”

 

5Matthew N. Chappell, and C.E. Hoo er. Rgdio Audiggge
Measurement (New York: Stephen Daye, 1944 , p. 184-185.

4Roger B. Hamlin, ”A Comparative Study of the Effects
of Living Habits Upon Radio Listening Habits", (unpublished
Master's thesis, Michigan State College, East Lansing, 1950).
p. 7-8.

5Chappell and HOOper, Op, git., p. 234 and 858.

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attempt was maue to limit tne vocabulary anu sentence
Structure to SiMplC terms. after urtwing us the first
uuestionnaire, tne investigator submitted it to a number
of faculty mambers of micnitan State Collegelo for comment.
The fluestionnaire was then rewritten, and submitted to
thirty television viewers living in tne investigator's
neighborhood. anse indiviauals returneu the uuestionnaire
with comments as to its "understanoability". Tue question-
naire was rewritten again, anu was tne one useu in tne survey.
DesPite these precautions, the two questions pertaining
to tne frequency of radio and television listening,
(questions eight ano eleven) were abstruse. howeVer, this
difficulty oiu not oresent itself until after the survey
was well unoer way, and therefore, could not be correcteo,
unless tne survey was regeated. NA
The questions asked on tne questionnaire were /\
d8515fl€d to secure information about the restonoent:
his sex, age, occupation anu education. It was also tne
purtose of tne questionnaire to determine radio ano
television ownerSnip, the lengta of time eacn ueviee had
been owned, and the length of time, tne nours, anu tne

proEram preferences of tne reSpondents. From tnis information

 

loNilson Paul, Joe A. Callawav, Davie Potter,

‘1

ames Iintera, Clair Tettemer, and James Davis.

15
it was felt that tne radio listenin5 habits of tnree
hundred television families in the cities of Lansing
and East Lansin5, hicni5an could be determined.

Limitations of tne results. The results of tne survey
may not indicate the trend of rad Lo listenir 5 or television
viewin5 of tne entire television i milies in the Lansing
area. Tne metnoo of obtainin5 a samyle is not valid for
sucn a projection of tne results, as tnere was no way of
determinin5 wnetner tne resyondents were tyyical,or tne
stratification accurate.

A true random samfile of all the television families
would be acc irate, but no information is available as to
wnere e acn of these families reside.

Tne most important consideration tnat deterred tne
projection of tne samgle, nowever, was tne fact tnat no
accurate information could be secured as to tne number of

. . . . . - . . . l
LBlGVlSiOH sets in tne City of Lansi115 and East LanSin5.

 

iiTnere was a 5reat deal of difference in tne estimates
of tne number of television sets in tne cities of Lansing
and East Hansin5. ur. Jndernill, director of Operations at
WJIm-T‘J estimated tnat tnere were between lE,OOQ and 20, 000
sets in tne cities of Lansin5 and East Lansin5. Tne secretary
of tne Lansin5 board of Power and Li5nt eStimated tnat tnere
were ll,bOO sets in tne two cities, basin5 tnis fi5ure upon
the sales renorts of tnirty-eignt Lansin5 and Last uansin5
televisiOn dealers for tne ycrlOQ January l, lead to
Decemoer 3i, lutO. Tne board of Power and Li5nt claimed tnat
tnis estimate was witnin l,cOo sets more or less of tne fi5ure
ll,bOO. Tne February 5, lfltl issue oi Eroa: castin, ma5 azine
credits the tel vision market of nJIn-lv witn 4o,ooo se
but tnis fi5u.e inclia s tne entire area serviced cy tnec
Statiollo

’ l4

Value of tne stuux. Tne survey snows tne radio
and television listenin5 nabits of soo television families
from almost all tne 5e05ra5nic sectiOns of Lansin5 and
East Lansin5, Lioni5an, and it is queu it is valuable
for tne comments and results obtained from tnis 5roup.
It provides a basis for otner studies, as any piece of
researcn snould &LLGMpt to accomglisn. It snows tne
difficulties encountered in ottainin5 information, and
indicates wnat factOrs snould be considered in a survey

of tnis kind, and wnat factors snould be avoided.

nFliR III

Vi‘ 2 ““ "1 .TI‘ :3 4"?
rlle-‘Llulu bi” lulu uruaiulb

Date of survez. Tne survey was conducted between

 

February 26tn, labl and Maren 23rd, latl.

[T1

Definition of subjects. 1ne subjects were tne

 

inhabitants of tnree nundred nomes in wniCn a television
set nad been installed and was in workin5 order. erster
defines tne word family as "a bony of oersons wno live in
one nouse, and under one need", but for tne furyoses of
tnis survey, tne term family meant a body of yersons wno
live in one nouse. Tne reason for tne elimination of tne
5ualification "under one naad" was tne fact tnat several
5rouys interviewed were actually two families livin5 in
one nouse. For enaxyle, a son and dau5nter-in-law some-
times live witn tne fatner and motner. nnotngr examyle,
tne fatner or motner wno lives witi tne son or dad nter.
To avoid tne confusion wnicn would nave existed from tne
listin5 of two or more families witn access to only one
television set, tnese atyoical 5rouys were classified as
one family.

Presentation of samile. Tne Study involved 654 adults
and 291 cnildren, selected at random from tne cities of

Lansin5 and East Lansin5.

16

 

Number Percenta5e

 

Total Persons Surveyed 654 100
Sex
Men ' ooo 5
Women 618 49
Age
19-20 6 l
20—29 ll? l8
53-53 177 27
40-49 155 2
SC-Sg 165 25
60 or over 36 5

Educational level

Advanced colle5e de5ree 6 l
Colle5e Graduate l02 16
Some colle5e 152 20
Completed di5n Scnool 252 43
Some ni5n Scnool E4 15
Completed Ei5ntn Grade 30 4
Less tnan Ei5ntn Grade 16 __§

Total 654 100

 

It was interestin5 to compare tnis samyle witn
Lazarsfeld and Kendall's fi5ures in "dadio Listenin5

In America".12

 

lgLazarsfeld and Kendall, 05. cit., p. 129.

l7
TAELE II

LnaniC-FELD AND KELLDLLL'S smarts

 

Number Percentage

 

 

 

Total persons interviewed 3,225 lOO
Sex
Male 1,6 6 49
Female 1,656 El
Not Ascertained l l
A5e
2l-29 696 2’
60-69 8l2 26
40-49 735 25
60-69 522 l6
60 and over 466 l4
Not ascertained 7 -
Educational Level
Comgleted Colle5e 26 3
Some Colle5e “so ll
Completed 3155 benool 346 26
Some ni5n bcnool 690 22
Completed Grade bcnool 627 is
Some Grade bcnool 66 l4
No Schoolin5 29 l
Not ascertained ll -

 

Tnis study, made in l947, was desi5ned to snow a
cross section of tne United States adult poyulation in
radio nomes and was witnin about two per cent of true
. . lb ._ ‘o_ ' . ,-., ‘ ‘, , 17 0"
Opinion. TnereIOre, it appeared tnat tne stud,, a
Survey of Radio Listenin5 habits of anee nundred Television

Families in tne Cities of Lansin5 and East Lansin5, niCni5an"

 

s . . -
l IC.C1, P. i200

 

l8
came close to tne Lazarsfeld study in the division of
male and female subjects, but varied to a si5nificant
degree in tne rest of tne Characteristics. Tnis may have
been due to one of two reasons or a combination of tnese
two reasons:

One - The sample chosen at random was an

atypical sample.

Two - Tne Lansin5 area is an atykical area.

Since it was not tne yuryose of tnis survey to Project
tne findin5s of tne survey, but merely to reyort the radio
listenin5 habits of tne tnree hundred television families,
no effort was made to determine now tyyical tne Lansin5
area samyle was.

The occupations of the adult subjects.. The occupations

 

of tne subjects were as follows:
TAELE III

V“ - —~ f...‘

OCCJraTICnb CF Tnl ADJLT SJanCTS

 

 

 

=9:
MEN
1. business 62 12. Personal Service 5
r. Buyer l 16. Pnarmac 5
3. Chemist 1 l4. Police 5
4. ClerK 21 lo. Retailer 5
b. Contractor,builder 5 l6. bales 72
6. Engineer 27 l7. bemi-Sailled Labor 6
7. Executive 66 id. Skilled uabor 56
6. Foreman 27 l9. Student 6
9. Forester 5 20. Teacner 6
10. Labor 66
ll. Maintenance 9 Total 566

19

 

 

thEN

1. Business 9 5. Sales 9

2. Clerical 6 6. Secretary 12

5. Factory worker 6 7. Student 3

4. Housewife 276 6. Teacner 6
Total 516

Tne occupation distribution for men was fairly well
scattered.

Tne women's 5roug was concentrated ugon tne
housewife cate5ory. Tnis may have been due to tne fact
that tne random sample interview depended upon someone
bein5 at home, and 5ene°ally Syeakin5, tne housewife was

generally tne individual wno was home.

Tne next consideration made in determinin5 the
characteristics of the samele was to determine tne len5tn
of time tne families had had a televisiOn set in their homes.
Question one of the iuestionnaire asked, "how lon5
nave you owned a television set?" The answers

TAELE IV

LENGTA or TELLViblon UnhLRLnIP

I!

humter Percenta5e

One month

6 2
Two months 21 7
Three mi,-1‘1t11$ 5.4.1 7
Four montns 69 15
Five months 77 19
Six months 27 9
Seven nontns 16 6
Ei5nt months 24 6
Line months 12 4
Ten months 5 1
Eleven m ntns 16 6
Twelve months lb ,Q
Over twelve 5i i”

 

 

Total

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'tars. Seventy-three yer cent of tne reSpondents had one

C

to three radios in their homes, wnile one oer cent did not
have a radio in their homes. Eleven per cent had freduency

modulation receiving sets, waile eighty-eight oer cent nad

(0

only amplitude modulation set
Fifty-two per cent of the restondents nad a radio in

at least one car, out nineteen_ger cent of these reapondents

maintained they did not listen to tne car radio.

CHAPTER IV
OVERALL APPRAISAL OF SIX INSTITUTIONS

Purpose of overall appraisal. ‘This portion of the

thesis was an attempt to determine the adult sample's
attitude toward schools, the newspaper, radio stations,
local government, churches, and the television station in
the Lansing area.

Statement 0: the Question.. ”In_every community. the
schools, the newspapers, the local government, each has a
different Job to do. In the Lansing area, would you say the
schools are doing an excellent, good, fair. or poor Job?
How about the neWSpapers? The radio stations? The local
government? The churches? The television station?”

This question was borrowed from Lazarsfeld and
Field's IDQ Peogle Loo; at Radi9;4.and the question per-
taining to television was inserted. In addition, the
qualification of "in the Lansing area" was inserted. The
purpose of the question was to get an overall appraisal of
the general attitude toward radio and television as a whole.
The objection may be raised that the terms excellent, good.
fair, or poor were too general, but as Lazarsfeld and Field
have pointed out. this was why the comparison of radio
and television with the other four institutions was so

important.

 

14Paul F. Lazarsfeld, and Harry Field, The Peogle Look
2£_§§Q$2 (Chapel Hill, North Carolina: The University of North
Carolina Press, 1946). p. 6.

gm
Cl

TALLL VII

, U-) s T , .l "‘1‘. -. T i T ’—._l..., n1 .,.. __,..._ .‘ C- a, ,.. (r.
O‘Jalli‘mlJ hflflnLLnL} LJI‘ lillil LIA IALJI‘II JIIwJL)

 

 

 

 

 

L 1 ‘. ML Ag A AA _ 2r..—
Excellent Good Fair Poor ho Opinion

Scnools 7% 55% 22a 4% 11%

heWSpaper 5% 27% 4éfi 22% Q

Radlo 1% bd% 161 an 27%

Local Government 0 21% 56% lC% 5%

Cnurcnes 9% 72% 14% 1% 4%

Television 0 44% 4b% llh O

,.-- L L‘— _, ‘

Results obtained from tne answer to tne aucstidn.

 

From tnese figures it appeared tnat tne following statements
may be true:
Tne respondents were satisfied with their scnool system.
Tne reSponse to tne newsBaper was luKe warm. Many of
tne reSpondents ventured tne Opinion that tne Lansing area
needed another newspaper to provide competition for tne one
paper in tne area, tne State Journal. home expressed tne
idea that news presentation and editorial comment was biased
in favor or tne upper economic level. Tne largest portion
of unfavorable answers, thirty-one per ent, came from families
whose needs worked at tne Lansing factories as skilled, semi-
skilled or.unshilled labor.
Radio fared duite well in tne survey, tut a rather

nign proportion, twenty-seVen per cent, or tne reSpondents

26
could not Or would not ventire an answer to tne question.
Tne most freduent reason given for tnis condition was tnat
tne reSpondent no longer listened to tne radio. This was
eSpecially true of men Wno worked during the day. at nignt,
these men generally looked at television.

Local government received fifty-six per cent of tne
answers to the effect tnat-it was ”fair". There was little
indication of extreme approval or disapproval.

Tne churcnes fared best of all in the survey question.
Elgnty per cent of tne reSpondents maintained that tne
cnurcnes were doing an excellent or good job. Tnis duestion
was very difficult to evaluate, as tne duestion arose:

Did tne reSpondents anSwer tne question fairly, or did tney
feel an answer of "good" or ”excellent" was tne “right thing
to do?“ In otner words, did tne reSpondents feel that
criticism of tne cnurcn was irreverent or sacriligious?

The television station may nave been criticized on
tne basis of transmission difficulties. One week before,
and during tne time of tne survey, tne local station eXper-
ienced a difficult periOd of transmissiOn, due to atmOSpneric
conditions and eddipment failure. Tnis may account for the
lack of "excellents" and the nign percentage of "fairs".

Tnis duestion was “ so nard to evaluate due to tne atypical

27
situation tnat existed at tne time of tne survey. another
factor to be considered was tne fact that tne reSpondents
objected to having only one newspaper in tne community,
and pernaps tney wanted another television station in tne
Lansing area. Still another reason for tne low percentage
of "excellents" and tne nign percentage of "fairs" may te
tnat tne reSpondents wanted mOre local television Snows
and less network snows.

It was tnougnt desirable to compare tne percentages
obtained by tnis survey witn tne percentages obtained by

--w . - ~ . r - - C
Lazarsfeld and rield in l94c,id

in 1.947016

and Lazarsfeld and hendall

TAth VIII

COMPARISON OF TnfinE.LTUDIEb In cvaanLL annthnL

 

‘ A‘ A A“

Lazarsfeld Lazarsfeld

 

 

 

and and
Field Kendall

Survey 1945 l947

Schools

Excellent 7 l7 is
Good Ed 45 46

Fair 20 id 21
Poor 4 b 4
Don't KnOW' _;i_ l5 l6
Total lQO lOU lCO

 

l6 . . s . .
Lazarsfeld and hendall, O“. c1t., p. 46.

(‘3
Cu

TABLE VIII (continued)

 

Lazarsfeld Lazarsfeld

 

 

 

 

 

and and
Field Kendall
Survey l94b l947
heWSpapers
Excellent 3 12 9
Good 27 56 .4
Fair 4a 2i 24
Poor 22 4 5
Don't know 0 __Z_ 8
Total lOQ lGO loo
Radio
Excellent 1 2: 14
Good as a. 56
Fair 16 l0 18
Poor 0 , l 4
Don't Know 24 __Z 5
' Total lOO loo lOO
Local Government
Excellent 0 7 4
Gooa 26 3d Bo
Fair 56 29 ol
Poor l0 9 ll
Don't Know __9 “l1 _l§
Total loo lOQ loo
Cnurcnes
Excellent 9 2b 22
Good 72 El 54
Fair 14 12 13
Poor 1 2 2
Don't know __4 _l9 ._2
Total 1to lod lOO

 

3

,9

I

There were no duestions about television on the
two studies conducted by Lazarsfeld, Field, and Kendall.

Tne Lansing area listeners seemed to be more reserved
in their answers of excellent to all tne duestlons when
compared to tne otner studies. However, if tne "goods” and
”excellents" were added together, to indicate a measure of
favorable acceptance, the present survey compares closely
to the other surveys in the duestions pertaining to the
schools and cnurcnes. The State Journal fell far benind
in "goods" and “excellents” as compared to tne national
average found by Lazarsfeld, et al. Bediowise, the twenty-
seven per cent "Don't Know" figure of tne present survey
probably accounts for tne variance with tne other surveys.
Tne "goons“ for radio were approximately the same as in
Lazarsfeld, et al. Local government was slightly behind
the Lazarsfeld, et al studies in tne present survey in tne

matter of " OOQS" and "excellents".
e

adheres V

:“ :7 T_- TCTII". V' '1’" 1‘ . ~-.-‘ - r~mr 'v.‘ | v: ' ,o— C v- ,-T .—.
'1‘“; THLLXJ$U_- LII“ aLJ-LULQ-“ I‘VU ALI‘EAJ-U LI‘ llla—J “DJLJT UfwAPJ-JL‘J

In order to determine tne effect of television upon
radio listening, tne next factor tnat was considered was
the television listening habits of tne tnree hundred
television families. Tne first section dealt with the
adults of tne sample.

Statement of intent. This portion of tne survey
attempted to answer tne following duestions:

i. now many Stations could tne reSpondents

receive on their television sets?

a. now often did tne reapondents look at
television in a seVen day periOd?

6. now many hours a week did tne reSpondents
look at television?

4. Wnicn hours did tne respondents generally

look at television?

(71

. What were the reSpondents favorite
television progra»s
Results obtainedAfrom the answers to auestion one.
It was found that slightly over seven out of ten families

could receive tne local television station only.

TABLE IX

n'T 1n .7" 1“, [fl {fifi C2 " rn ‘r' .- w; (\ w —;«,‘ rT-j' w "T ,fi' f' 1"“: W‘v '1- A -,-~ .~ I; :-
hdmfinn or oTnllcna hnoalJnJ on fannJlalcn onT

 

 

g:— ~—
One station 71%
Two stations 3%
Three stations 9%
Four stations C%
Five stations 2%
Six or more 7%
‘ Y—— :— .g'

 

 

 

Results obtained from tne answer to auesticn two.
Tne next uuestion was concerned with tne freduency of
television viewing. Tnis question was probably one of
the poor ones that was used in the survey. Tne investigator
was looking for the answer to tne duestion: "now many
evenings did you view television in the past seven days?"
Because of tne inaccurate phrasing of tne duestion, wnicn
snould have read, "now many evenings did you view television
in the paSt seven days?", not "now often did you view
television in tne past seVen days?", tne duestion o'nnot
be given too much weight.

TALLE X

I: DID YOJ VIELJ "l‘ELL’JIbICN In I413 Em

 

 

 

Number Percent
Seven evenings 570 d7
bix evenings 24 4
Five evenings d l
flour evenings ld a
Three evenings El 3
Two evenings 9 l
One or no evenings __Q __l

.J
D
I

mn+1| "FA

52
It appeared from tnese results that a large Percentage
of tne resyonoents viewed television every evening, orovioing
one is willing to overlook the weakness in the onrasing of
tne question.

1 ‘ ' I _ . a- '. . :—
fiesults ootalneu from the ans er to fluestion tnree.

 

 

The next fluestioh asked: "now many hours a week do you
watcn television?"

This auestion debenoeu uoon tne recall ability of tne
resbondents, anu tne probable inaccur=cy or the reelies
meant that an overall impression was all that could be
obtained from tne answers.

TABLE XI

HCJRS PER ”sen srzgr nnTUAIJG TELEVILItw

 

 

 

 

 

Number Percent

0-5 {MNirs 24 4
6-10 Hours 65 10
11-15 hours 27 4
16-20 flOdrS 24 4
Bl-ZS hours 66 10
26-00 nours l7l 26
ol-ob nours l74 86
56-40 nours 66 10
41 hours and over _g; __Q
Total 654 100

as

From tnis, it was aotarent tnat fifty-two per cent,
or a slight maJOrity, claimed they watcneu television
tWenty-six to tnirty-five hours yer week. seventy-two
per cent fell between tne twenty-one to forty hours of

iewing per week bracket.

Results obtaineu from answers to fluostion four.
The nekt factor consioered was the answer to the auestion:
"which nours no tne resoonoents usually look at television?"

Tne answers fell into tnis battern:

TnbLE XII

«VC r1 T ~'--;- 3 --\ . --«v'rv‘v1-C" -‘ 17-0-1- “— {V
udnb “bump or Innnvlolon Vlnwlnu

 

 

‘— F ~ u.
4:0“ ----------------------- 50
4:50 ----------------------- 60
5:00 ---- ------------------ 60
5:50 ...................... - 9
6:00 ----------------------- 215
6:30 ---------------------- - 319
7:00 ....................... 25
7:50 ----------------------- 270
(5:00 ——————————————————————— ‘ 6‘)
6:60 -- ..................... 23:
3:00 ----------------------- .255
9:60 ....................... 2 J

10:00 ----------------------- 267
10:60 ----------------------- 163
11.00 ----------------------- 153
11:30 -- ..................... g
15:60 ....................... 5
1¢:é0 ----------------------- 5

54

Tnis showed tnat television viewing was fairly lignt
from four to five in tne afternoon, drotped almost to a
negligible factor when the local televisiOn station went
off tne air, and then gained strong audience at six in tne
evening, at wniCn time tne local television station began
its evening broadcasting. The listener curve went up
gradually, acnieving a peak at eignt-tnirty until sometime
between nine and nine-tnirty, tnen gradually subsided, witn
a definite downward droo after ten P.h. Tne curve drotoed
again at eleven-thirty, tnen erectically disapoeared after
midnight, tne time wnen the local television Station left
tne air. as is the case witn radio broadcasting, six P.n.
to ten P.n. atgears to te premium, or class a time, on
television.

Too mucn stress snould not be tlaced on this uuestion,
as tne answers merely Show a trend of usual viewing, usually
meaning those times wnicn are nabitually scent in television
viewing by the ressondent. Tne fallacy of memory cannot be
overemynasizeu.

Results obtained from tne CASHEI to uuestion five.

The last auestion taken into consideration in tnis portion

of the ,uestionnaire was tne resbondent's favorite television
prOgrams. Not all tne reSHOndents nad five favorite programs
as was asxed on tne uuestionnaire, and some did not have any

favorites.

TnbLE XIII

r"T r.».

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bulk/3.1.11.1; .LLJaaL‘J-LLJ.L‘VL\I I'HL'JiizuaiJ

(N
(3‘

 

 

No Favorites - — - - — - _ - - - 5

Boxing - - - - - - - — - - - — - Sol
Pulitzer Prize Playnouse - - - - 195
amateur nour (Ted hack) - - - - 171
Milton Herb - — - - - - - - - - 165
Firestone nour - - - - - - - — - 1536
Artnur Uoufrey Talent Lcouts — - l44
Groucno narx - - - — - - - - - - l26
Douglas Edwards news - - - - - - 125
bid CaeSar - - - - — - - - - - - 105
Comedy nour - - - - — - - — — - a7
StOp The nusic - ~ - - - - - - - 8?
wrestling - - — - - - - - - - - 7S
Kukla, Fran and Ollie — - - - - 60
Perry Como - - - - — - — - - — - o
Crusade in nurope - - - - - - - 45

Hockey - - - - — - - - - - - - - 42

Circle Theatre - - - - — - - - - as
doy Along Cassidy - - - - - - — 5

Lignts Cut - - - - - - — _ - - - 57
hit farade — - - - — - - - - - - 37
Kate Lmitn - - - - - - - - - _ _ 66
Jerry Lester - - - - — — - - - - 31
One Man's ramily - - - - - - - - so
”no Lelia Tuat? - - - - - - - — - ‘3

l

l

I

l

I

I

I

I
(\3
4

alien Ioung unow

aid Sullivan bnow - - - - - - - - 1b4
we, Tne People - - - - - - - - - 14‘
Dave Garroway - - - - - - - _ - 15
ZOO Parade - - - — - - - - - - - 12
Showtime, U.b.a. — - - — - - - - lO

martin Kane, Private aye - - - -
What's my Name - - - - — - - - _
roactus Jim - - - - - - - - - - -
Lone hanger - - - - - .. - _ _ -
,meet Tne rress - - - — - - - - -
armour Sitar 'fz'ieatre - - - _ - -
norace neidt - - - - - _ - _ _ -
, TV Playnouse - - - - - - - - - -
. Metrofolitan Utera - - - - - - -
Pnilco Playnouse
Ibeulan 900W - - - - - - — - - -
Fred Haring - - - - - - _ _ - -
-hobert u. uewis - - - - - - - -
Gary moore - - - — — - - - - — -
Pete bmith — - - - - - - - - - -
brank Dinatra - - - - - - — - -

Hemmuupowmqmmmww

56
At this toint in tne Study, it was felt that an
interbretation of tnese television favorites snould Le
postponed until tne presentation of the radio favorites
nad been made. The comparison of these favorites was
made in a later Part of tne tnesis, under tne heading,

"A Comparison of nadio and Television Favorites".

s7
SUMMRY

Seventy-one pEr cent of tne ressondents could receive
only the local televisiOn statiOn on their t€l€ViSiOu set.
Eighty per cent of the reSpondents maintained they
viewed television every evening.

Seventy-two per cent of the resoundents viewed
television between twenty-one and forty hours yer week.

Tne most tooular hours of televisiOn viewing was
between six and ten in the evening, and the most oopular
single hour was from eight-thirty to nine-thirty in tne
evening .

boxing was the favorite program listed by the
resoundents. This was followed by Pulitzer Prize Playhouse,
Ted Mack's Amateur dour, Milton Eerl, Firestone dour,

Arthur doofrey's Talent Scouts, Groucno Marx, Douglas
Edwards News, bid deasar, Comeu‘ hour and Eton The nusic.
Fourteen oer cent of tne respondents had no favorite

television programs.

CanILfi VI

T -" ~'~' -,->V

*"' T‘ '- “4 . . '“‘ ‘ ' m, I" “\ i ' 'f‘ r I .- ‘ \
Till; linlJlu Lapllsi‘alrfij linis'llu VP TIIE; 41'.) Hui Highland;

(" ( .A'r".n , '7' 4* 9‘2‘ m“, '3 -‘ a . x- " v ..\'.‘a . r.
uttlttnno‘lit OI lilt'dilt. $1.115 FUI tin/11 Ol tne '11xl85tl~211116~lle

was devoted to an attemot to determine tne radio listening

habits of the adult resiondents.

m.-: ' V 'i a. u,‘ t ,, 1 ~ ~.
lnls anOlVeu tne cinSwels

to the following uuestions:

.‘

.1.

0o

now often did tne resoondents listen to
radio in a seven day period?

dow many hours a week did the resoondents
liSten to radio?

Nhicn hours did tne resfondents generally
listen to radio?

Did the reSpondents ever listen to radio
after six P.n. EST?

were there any times wnen botn radio and
television sets were in Operation?
If so, wnen were these times, and now
often did it occur? what tyoes of
orOgrams were listened to on the radio
when tne television set was in Operation?

what were tne respondents favorite radio
programs?

Did the resoOndents like radio or televisiOn
news programs best?

Did the resoondents like radio or television

dramatic Programs best?

d9

Results obtained from the answers to idestion one.

 

Tne duestion oertaining to tne freauency of radio listeniig,
like tne similar duestion gertaining to television listening,
was poorly pnrased. Tne investigatOr wanted to Know now
many days or evenings tne reSpondents listened to radio
during a seven day pEriOd.

Tne auestion was: "now often did you listen to

radio in tne det seven days?" Tne answers were as fOllows:

TnbLE XIV

non um; DALI; DID l’Q-J more.» 1‘0 21531;; L» TALE Pigs-r sevm DAYL‘?

 

 

 

 

 

 

 

Percent

Seven days 44
Six days l
Five days 4
Four days 5
anee days 5
Two days 5
One day 5
Zero days _;g

Total lOO

- »‘.-.— _-.._

Results obtained from tne answers to euestion two.

 

Tne next duestion asKed: "dow many nours oer week did tne

reSpondents listen to radio?"

4O

 

 

 

HOJRS PER wean SPENT LIQILATAJ TO Raolo
Number Percent

None 209 58

1-5 hours 157 21

6—l3 nours 95 l4

ll-lS nours 46 7
16-20 nours 46 7
21-25 nours 26 4
26-50 nours 26 4
51-55 nours l2 2
56-40 nours 46 7
over 40 nours l5 2
Total 654 lOO

_ -.
“- -——-—-.

 

Tne relatively nign ,ercentage of tnose Wno nad not
listened to tne radio in tne seVen day t,eriod partially
GXylhiLed tne nign tercentage of "no OpiniOn" in tne overall
appraisal duestion. Tnis nign yercentage of no radio
listening may be eXplained Partially by tne fact tnat a
large number of tne men included in tne sample were at
work during tne day, wnen tne local television station was
not in Operation, and wnen tne men were nome in tne eVening,
tney preferred to watcn television. women tended to listen

...—-I

to tne radio mare tnan men, because tney were at name a

larger portion of tne time wnen comtared to tne men, and

tnus nad greater access to radio. In addition, tne Iact

4l
tnat housework could be done wnile listening to radio,
wnile nousework could n;t be done wnile watcning television
-was given by twenty-one of tne nousewives as tneir reason
for listening to radio during tne day. Of course, tne
practical fact tnat seventy-one per cent of tne nomes could
not watcn television during tne day because tne local
television station was not telecastlng, and tne television
sets were not eduipoed witn outside aerials to pick do
otner stations, is an important consideration.

Results obtained from tne answers to question tnree.
Tne next question to be taken into consideration was:

”finicn hours did tne resoondents usually listen to radio?"

TABLE XVI

ULUaL nuJfiS CF RADIO LIQTSnInG

 

0 (Never Listen) ------- bl
AM
azoo ------------------- 6
6:50 ------------------- 15
7:00 ------------------- 51
7:50 -------------------- 5
8:00 ------------------- ll7
azoo ------------------- ll4
s:oo ------------------- loa
9:50 ------------------- lOZ
lO:OO ------------------- l:
ozso ------------------- l26
li.oo ------------------- lea
llzoo ------------------- 129

42

TALLE XVI (Continued)

_vv -—..—"-

ULUAL ioofiS CF RADIO LILTaNlnG

 

 

 

lZOO ................ 152
1:60 ---------------- ll4
2:33 -- .............. 133
Bioo ---------------- 102
5300 ---------------- Ill
szao ................ 5
4:03 ---------------- 9
4:50 ---------------- '3
5:00 ---------------- 45
5:ao ------------ _--_ 59
6:99 -------- - ...... - 55
6:30 ---------------- l6
73CO ................ 12
7:50 ---------------- 9
ono ---------------- g
e:so ---------------- 6
9:00 ................ 9
3:00 ................ 9
10:00 ---------------- 2i
ICIoO ----------- --___ 5
ll:OO ---------------- 27
llzoO --------------- - g
lazoo ................ 9
Sunday 9:00-9:15 ............. a
Sanday £:CO-l0.e0 ............ 5

 

 

 

Tne curve of radio listening undulated duite a great
deal. Tne curve was low at six in tne morning, rose at
seven, reacned a peaa at eignt, wnen morning newscasts are
usually broadcast by radio stations, sutsided gradually until
ten o'clock, wnen tne curve rose again. Tnis was found to

be due to tne potularity of nrtnur Godfrey (ore). Tne curve

45
remained fairly nigh until twelve-tnirty P.K., at wnicn
time it dropped, tnen went do again at One o'clock in tne
afternoon. Tne curve tnen began a gradual 'all, drooping
very low in tne nours between six-tnirty to ten in tne
evening. At ten o'clock, tne curve, altnougn duite low
wnen comgared to morning listening, rose gradually, reacning
a peak at eleven in tne evening, anotner news Reriod. Tne
curve tnen fell off at twelve midnibnt. Tne twelve instances
of radio listening on Sunday only, were found to be fans
of Halter ainCnell (are 9:00-azl5) or or; Lunday brograms.

fl 5 1 . g : ,r\ ‘ I . . r‘ ." .~ \ 1" , \ ~ ‘\ . \_.~ 4‘. q .
HCSJICS Cbbalhcfl IIUH‘L tilt} QILSNGLS to! :1 CSthll iOJI_-

 

Tne next duestiOn attempted to discover if tne resoundents
ever liSLened to tne radio after six P.n. Eastern Standard
Time, and if so, to wnat Specific programs, if any. Tne
question vas designed to snow tne effect television nad

nad uaon evening radio listening.

TALLE XVII

linlJIQ Llul‘ljlvllve‘I Ilr'rllafi VIA Polao

 

 

Number Percent

---.-—-

Do listen to radio after 6:00 P.a. BLT lee

x70“)
#503

Do not listen to radio after t:ec r.n. 456

C)
(v
vb
H
C)
C)

Total

 

44
Tne answer to tne second portion of tne question
was as follows:
TALL; XVIII

I ' "'7'" if. " I“ "‘ "I: III” '3 W 7 ’ .‘ "Ti If), _‘ ‘ D 7'
fihUiU kLiU‘Jhlu.‘.Q LLLJLILHLJL ID tLPLLJIL LIJ< .L dill.

 

Non-specific -------- - -------------------------- l2
News ------------------------------------------ 56
Bing Crosby ----------------------------------- 60
Record Snows (DJ) ---------------------------- - 24
Micnigan State College Easbetball ------------- 24
Walter Wincnell ------------------------------ - El
Lux nadio Tneatre ----------------------------- l5
Boxing ---------------------------------------- 18
Bob none -------------------------------------- 8
Artnur Goufrey Talent Lcouts ------------------ S
Fibber McGee and molly ----------- - ------------ l2
Firestone dour ----------------- - -------------- 9
Telepnone nour ------------------------------- - 9

 

'——rz;—:: -"
.n» p.._‘-

Tne results of tnis portion of tne duestion snowed
tnat tne hing Crosoy snow ’as tne favorite radio program
listened to by tne IESyOMUEMtS after six in tne evening.
Tnis dominance was by a ratner wide margin over news, wnicn
was a yye, not a Specific program.

Results obtained from tne answers to duestion five.
"Are tnere times wnen botn radio and television are in
Operation?" Tne ouryose of tnis duestion was to attembt
to determine if, in a family situation, tnere was a member
of tne family wno preferred to listen to radio ratner tnan

view certain television programs, or if some families preferred

f 1

certain radio programs to tn television Hrogram presented
at the same time, or if television and radio were sometimes

used in conjuncticn witn eacn otner.

TAELEXIX

1"“ ‘F‘u’l

ARE IALRE TIhZS Nan RADIO AAD TELLVIean an; Loin In LPannIIcn?

”9......— “ _
‘n. ‘— --

Number of nomes Percent

 

 

Yes 7b 2:
No 22“ 73
Total soo IOU

 

“

Of tne twanty-five oer cent of tne resoondents who
sometimes Operated botn 'adio and television sets at tne
same time, it was found tnat tne times wnen tnis occurred
were as follows:

TnLLE XX

TIRES CF DUAL QFLRATICN

 

 

 

 

Number Percent

fl

l6

(‘3 54‘

(U

Non-Specific times
lC-ll PM wed and Fri.

5-10 PM Odd Times

6-10 PM higntly

e-ezao Pm aon. and Fri.

C {60-9 : 00 171.91,)...

6-l2 rm bat. and Sun.
ll-lazoo PM Tues, Tnurs, Fri.
lO-lB Pm Mon.and Fri.
lO-ll Pm bunday

eemra
FJN

(‘3)

DECS 0- (”($0.03 (1:
I>D$>FF>4>PF>¢U

 

I
.._.'
C\
0

Total

TALL; XXI

TYPES or Pfibifiamo LIBIEREL To ON Tne RADIO

".2“ 7,: n:*t:*cTfiw agr T. T. 53“ 1* a
will...» rill. implillulww will it.) in binnnllvm

 

 

 

Number Per cent

No Specific tyoes 24 62
byorts 53 4G
News 9 12
music 6 8
Variety Programs 5 4
Drama 5 4

Total 75 lCO

Tne one unusual trend revealed in the answers to tne
foregoing duestions was tne fact tnat about eignteen oer cent
of tne resoundents listened to International boxing Club
matcnes eacn wedneSday and Friday on tne radio, wnile
viewing tne fiant on television. Tne reason for tnis
benavior according to tne resoondents, was tne fact tnat
tne radio announcer gave tne radio audience a word description
of mucn tnat was not obvious to tne viewer, tnereby giving
tne restondents a better overall view of now tne fiant was
progressing.

All of tne otner instances of dual Operation were
due to tne personal oreference of some member or members of
tne family for a oarticular radio program, or was due to tne

dislike of some member or members of tne family of some

47
.

television program. In the latter case, tne dissatisfied
member or members retired to another room and listened to
tne radio. Tnis bedavior was ouite marked in large families.

Results obtained from tne answers to HUGEtiUH six.
Tne next duestion taken into consideration in tnis portion
of tne thesis was tne reSpondent's favorite radio programs.
Not all tne resoondents nad five favorite radio proarams
as was CSKBQ on tne c1uestionnaire, and unite a few did
not have any favorites.

TAELE XXII

FAVORITE RADIO PROGRAMS

 

 

No favorites - ...................... 545
News (No Syecial Reporter) --------- lil
Artnur Godfrey - .................... ol
hing Crosoy ----------------------- - 50
breakfast Club -------------------- - 59
Daytime Serials .................... 59
Record music (DJ) ................. _ 50
Walter Wincnell .................... 21
Basketball Games ------------------ - 15
Lux Radio Tneatre ------------------ 17
Firestone Hour ..................... l7
Amos and andy ...................... 15
Eusic You want ..................... 15
bob nose ........................... 15
Fibber thee and molly ............. 15
BOXiiig --------- - ------------------ —... 12
Telephone dour ..................... 12
dedse Party ........................ ll
Bergen and McCarthy ---------------- lO
EetrOpOlitan_Opera ----------------- 9
Cdrt Kassey lime ------------------ - 8
Red SKelton ------------------------ 7
NoY. Philharmonic ------------------ 7

TarLE XAII (centinued)

FAVORITE RADIO PRQJRAMS

 

 

Strike It hicn .................
Jonnny Olson --- ................
Van Patrick Snorts -------------
Drew Pearson ...................
Amateur nour --~~- ------------ »-
Mystery stories ----------------
Horace neidt ...................
N.K.A.R. Talk Pregrams ---------
CHUrcn MiSiC ...................
Tom noore ----------------------
Jack hailey --------------------

PPPHFOOWCNCN~S>(F®

 

A high number of tne reSpondents, $43, or about
fifty-tnree ,er cent of the total sample, maintained tney
nad n3 radio favorites.

In one sense, tne eading orogram, news, was not a
fair division, since news is a tyge_of program. nowever,
many of tne resyondents COJlQ not identify tne newscasters
tney neard. Tnus it was felt tnat a grouoing of news
pregrams delivered Ly staff announcers or little known
newscasters would give a fair indication of news probram
Potularity.

Artnur Gonfrey ranked digneSt as a personality,
followed by hing Crosby. CrCSLy's snowing was unexoected,
because nis program is neard neoneSday eVenings, a time

wnen radio listening is relatively low.

~4—

r".v

49

Daytime serials were also grouped together, because

'...differences in the audience composition of
the individual serials exist, but they are not very
marked if one measures the audience structure in
terms of so-celled primary characteristics of the
listeners. One factor which mitigates striking
variations along these lines is the 'severel-in-
a-row' broadcasting of serials. It can be shown
that serials whiCh come over the same station
have a high overlapping audience."

Breakfast Club rated in the first five, and was

followed by Record Music of the Disk Jockey variety,
(another group rating). Walter Winchell, another newscaster,
rated next, and was followed by Michigan State College
Basketball games, the Lux Radio Theatre, and the Firestone
Hour, 3 favorite on both radio and television.
A comparison of radio and television favorites was
made and appears in this thesis under the heading, ”A
Comparison of Radio and Television Favorites”.
R u t 'n f m w .
QQQ eight. VThe next phase considered in the thesis were
the answers to two questions.
1. All things considered, did the reSpondents
like radio or television newscasts best?
2. All things considered, did the reSpondents
like radio or television dramatic programs

best?

 

17Helen J. Kaufman, "The Appeal of Specific Daytime
Serials", from Paul F. Lazersfeld, and Frank Stanton, Radio

Research, 1942-43,_(New York: Duell, Sloan and Pearce, 1944).
p o 1080

50
These uuestions served to give a rough idea of tne
favorite medium or the reSponuents.
TAELE XXIII

‘ .A‘"Y '— ~ q—.g ‘vflf-. .——. .- .-- .-. . .’ v—--. «v, T-.—. —. 1-,- r‘ v« A .
DO [cu rnnrnn nnJIL Um TnLthpicm nLHL?

 

 

 

 

hum oer Percent
Radio 195 50
Television 426 35
Neither 55 b
Total 654 100

I“ ,5. i.ii”/ r .i, i i"-iqih_ _ _ p
Du fwd ianLu nndlu bu ILLLVlulcu Jflhmnf

Radio El 4
Television 624 95
lhsltuer' 9 l

100

vb

Total C:

 

On tne basis of these two suestions, it may have
appeared that the reSponuents preferred television ever
radis for both news and drama.

A word of caution on evaluating this statement:
the question may have been weighted. Although an attempt
was made to impress tne reSpondents that a fair and impartial
answer was desired, tne fact that tne survey concerned both
radio and television may have induced tne reSponuents to
answer in favor of the newer medium, merely to demonstrate

that they Were "progressive".

51

Another factor that may have caused the reSpondents
to answer in favor of television was the chance that
television's novelty had not worn off.

While radio news was preferred over television news
by thirty per cent of the reapondents, radio dramatic programs
were preferred over television dramatic programs by only
four per cent of the respondents. This may have been due
to the fact that "Listeners realized they were getting the
news first by radio, and they were getting it condensed with
a minimum of furbishes and foolishness".18

The p0pularity of television drama may be explained
by the importance of stage business and action.

A study by Dusenbury and Knower on the symbolism
of action and voice showed that:

1. Interpretation of the facial expression of

emotional tendencies and attitudes may
be made with a high degree of reliability.

2. There are significant individual and group

 

differences in ability correctly to
interpret facial expressions of the
emotions.

5. Women are more accurate than men in the

interpretation of facial expression of the

emotions.

 

18Paul White, News On The Air (New York. Harcourt,
Brace and Company, 1947), p. 8.

52

4. Patterns of facial expression extended in
time as on a short moving picture are
Judged more accurately than are still
photographs of the same emotional
tendencies.

5. Accuracy in the interpretation of facial
expression of the emotions is influenced
by the conditions under which such

expressions are Judged.19

 

19Delwin Dusenbury, and Franklin Knower, ”EXperimental
Studies of the Symbolism of Action and Voice“, Ine_gua§tgrlx
Journal of Speegh, Vol. XXIV, Number 5, (October, 1958 , p. 455.

( P
C).

S UlhiuiAnY

Forty-four per cent of tne respondents listened to
tne radio seven days out or tne seven day period previous
to the day of tne survey, wnile thirty-three per cent of
tne reSpondents did not listen to tne radio at all during
tne seven day periOd previous to tne survey.

Sixty-seven per cent of tne reSpondents listened
to radio ten hours per week or less.

Tne most pdpular nours of radio listening were in
tne mornings from eight until twelve, and in tne afternoon
from one until tnree.

Seventy-four per cent of tne reSpondents never

"'1

listened to tne radio after 6:00 P.M. EST. Tne otner
twenty-six per cent did listen to radio after 6:00 P.M. EST.
Tne program named most freduently by tne reSpondents as

tne Specific program tney neard after 6:00 F.h. EST on

tne radio was tne hing Crosby snow.

Seventy-five per cent of tne reSpondents did not
Operate tOtn radio and television simultaneously, and
twenty-five per cent did. or tne twenty-five per cent
wno did operate television and radio sets simultaneously,
twenty-e'gnt per cent watcned tne boxing matches on television
wnile listening to tne radio description on radio. host of

tne otner instances of dual Operation were due to personal

t4

preferences of some member or members of tne family for a
radio program or programs, or due to tne dislike of some
television program or programs by some member or members
of tne family.

anee hundred forty-rive of tne res'ondents claimed
tney had no favorite radio pregrams. News received lll
mentions, artnur GOdfrey eighty-one, and ring CrosLy sixty.

Thirty per cent of tne respondents preferred radio
news over television ne”s, wnile four per cent of tne
reSpondents preferred radio dramatic prOductions over
televisron dramatic prOdictions. This difference in per-
centages may nave been due to tne differences in tne two
types of programs and tne relative value of tne auditory
and Optical stimulus. Tne reSpdndents preferred botn

television news and drama over radio news and drama.

Chimp: Lni VI I

1-" 1). iT-L " "i '7 7:1," _. "- ' w‘ '3 71”,.
A LJUL.:£1.‘LLLJ\21\ UP siwlu mil.) .Luqullei‘i thL/lllluo

Ina reason for making tne comparison. an outstanding
cnaracteristic of tne adilt sample's reSponse was tne lack
of favorite radio programs. Tnis led tne inveStiaator to
make a comparison of radio and television favorites, in an
attempt to determine if a defi ite statement could be made
as to tne reaSOn for tnis peculiar situation.

Results of tne comparison. Subtracting tne number
of resp;=ndents wno no longer listen to radio, fifty-one in
number, from tne number of reSpondents wno had no favorite
radio programs, 545, left 294 individuals Wno still listened
to radio, but wn nad no favorite radio programs. Tnis
compares to tne fifty-one individuals wno nad no television
favorites. It would seem that television nad made a greater
impact than radio in tne matter of definite favorite programs.

News was found to be tne favorite type of radio program,
but boxing, tne favorite type of television program, drew
more tnan twice (news-ill, boxing-Sol) as many statements
from tne respondents to tne effect tnat it was One of tne
five favorites asaed for on tne auestionnaire.

It muSt be mentioned, however, that many of tne
respondents nad less tnan five, but one or nOre favorites

in eacn of tne two mediums.

56

Tne radio prOgrams tended to be daytime programs,
witn tne notable exception of tne ring Crosby Snow.
Television favorites were evening snows.

wnile definite data was not obtained from the survey,
it seemed that tne reason for television's strong snowing
of favorites, wnile radio did not have too many programs
listed as favorites, was based on tne comparative number
of hours Spent listening and viewing.

TAELE XXIV

-v—-
\. \

(“fin .-—'.," ,1 .‘T‘_:‘: ,~"\"- .';' gt L". -“I T‘r ,‘ '—T_, T ,‘
Vblv'J'x-iltluulu V11 Adlaiunit UL‘ liuuilu urinal ulul‘lnv Ad uni) Jil‘dwlukJ

 

 

Radio -- l0 hours or less 67%
Television -- El-QO hours 70%

 

Tne respondents simply were not exposed to as many
radio programs as tney were television prdgrams, hence it
was not likely tney would have as many radio favorites as
television favorites. In addition, the novelty of television
may not nave worn off, and tnus more attention was paid to

television programs by tne reSpondents.

\
..
1

1

"’T‘ I:.
.L

in VIII

.3 7" ~' 7-5517. .1 "' ' "VT" " TC 7")", " :‘ . L.T'T"' ‘- " -7"? "
T.l.L—1 Tflbbllulu. 133-.) hnUIU .LJJ.LJL:41\.L.I\J .iiwliu VI‘ VALLQU-\HL¢

Tne comoosition of tne sum

« - ~. .- "- .
'riiia. Tne Saflyle was

 

comoosed of Bel odildren divided into tne following age

TACLE XXV

" Tfr"{ ‘V'f‘\r! ‘1 .'\ '7‘," '*.'.'_"‘.\1
DiUlulou ul‘ U.l.L...uJiLaLu‘J

Number Percent
l4-l6 years of do (nign Scnool)

6-l4 years of age (Grade bcnool)
Under six "

.._, , 4' , .
JBQIS Oi age

Euro

P

(v
(‘3 (3" P
x} (I? O}

I

Total

3

(I.

F‘
F"
C)
O

Tne number of nours Ep'

»ent in television viewing.
Tne -uestion was asked relative to tne number of nours
‘1

cnildren vieWed television in the seven day kLIIOU Hrior

to tne survey.

( h
C1:

TABLE XXVI

-\?‘,

NUMDLA or nanS are”? BY GnILDhan In rstvza:on VIEJING
In A seven any radio

 

 

Number Percent

 

nign ocnool

Under ten nours ll

ll-lb nours l 82
lE-BO hours i so
Zl-ZS nours l7
st-co nodrs ll
ol nours Or over l

0"
r535 GGwC)‘l‘\3®

Total 100
Grade Scnool

Under ten nedic 2 8
li-lo noirs 5 47
lC-Z nours so 19
tl-Eb nOJrs 24 l5
26-50 nours 9 5.5
ol nOJrs over over 9 5.5

 

 

F"
O '
ti)
H
O
Q

Total

Under six ears of age

Under ten nours lb l9
ll-IC nours 48 b4
l6-2‘ nours 6 d
si-as hours 6 8
26-00 nours O 0
ol nodrs or OVEI‘ 9 _ll_

 

( L
*4
C)
O

‘Totai 7“

 

It must be remembered tnat tne tnree sambles could

not be comoared, since tne size of eacn Shflfiit differed

significantly witn tne size of tne otner two Samyies.

Considering eacn grouy seoarately, it was found
tnat sixty-one yer cent (6l%) of tne nibn scnool age
(l4elo years) cnildren watcn television twenty nours a
week or less. Tnis ratner low average may be €Xpiain€d
by tne fact tnat cnildren in tne nign scnool age bracxet
nave many Oitside interests, sucn as Sports, sonool clubs,
social grouys, and liKe activity, and nave little snare
time. Tne resoondents sometimes volunteered tnis answer
in tne survey, but not enougn of tnem could explain tneir
viewing nabits to enable tne investigator to make a positive

\

statement on television viewing nabits o: nign scnool age
Cniluren.
T: . ,.‘J' """V’- 1 r' .2 1.5:; i «r- v‘ t (L941 ) pf t x’) i“ “"4“ c nv l
#1511 by. Ila-11L, Pvl Lcll 9.2/9 .1 iii. bl CAM upIIOO
cnildren kC-l4 years) watcn television twenty-five nours

oer ween or i355. Tn 'me limiting factor in television

(I)
'1'“
'- <
H

viewing for tnis grouy was found to be tne parents of tne
resoondents, wno set tne nours of retirement to bed, and
tnese nours were fairly early, ranging from seven P.a. to
nine P.L. LQT. It was found tnat tnis age EPOUR eXpresse
tne breatest entnusiasm for television.

beventy-tnree per cent (73%) of tne age :roup under
six years of are watcned television fifteen nours per week

f"
V

or less. Tnis was found to be due to two factors: Tne

60
respondents early betime, and tneir inatility to concentrate
on tne television programs for any lengtn or time.

Tne favorite televisiongarograms of cgiidren.
Passing on to the favorite programs viewed Ly tne
IESpOMQentS on televisLon, it seemed ayorooos at tnis pOiut
to empnasize the fact tnat tne answers were given by tne
resoondents, not tneir Parents. Tne reaction of tne Parents

to tneir oifsoring's cnoice of television orograms is noted

at tne end of tnis section.

Then; XXVII

FAVQRITE TELEVISION PncdnnaL UK ouiannim

 

nién ucnool

Non-selective
Pulitzer Prize Playnouse
Groucno marx

milton Ee‘l»

Boxing

Firestone dour

Doug Edwards News

Did Ceasar

Circle Tneatre

Lights out

nop ulOfig Cassidy
Cactus Jim

Kate urui'tn

Dave Garroway

fiuKla, Fran and Ullie
amateur dour

Perry Como

Comedy iiQ'li‘

vase: vauuCS

wam

FJPIODDNCEOHmCfi%cfiOWdCDFWflOJQED

“Refluires outside aerial to View

TabLZ XXVII (continued)

-‘ . r A \ w- '7 m“"‘v ~:< '7': ‘ --. , , . -¢. 1‘ i. ‘ , 3 r 1
b IXJ UL‘LAI‘H 1.4114... J‘U~b$\ filL/"JJJI‘u‘ubJ LIP

Uri LQLJHLLJ

 

Grade Scnool

Non-selective

flop along Cassidy
Cactus Jim

Lone Ranger

,Zoo Parade

Kunla, Eran and Ollie
,fiig Too

milton Berl.

nrtnur Godfrey

LGdbby dayes

boxing;

Perry Como

alien Young

Kate Dmitn

Pulitzer Prize Playnouse
bid oeasar

Doug; Edwards News
soace Cadets

may Rogers

GfOJCuO aarx

Under Six y "s o

('0
H
0.
1

(D

(AJ-

noy along assidy

Zoo Parade

Cactus Jim

big Top

Kunla, Fran and Ollie
Lone Ranger

iilton Lerl'

bid Ceasar

uLicKy Pup

Luxz.noaers

Perry oomo

141
153
oz;
1 '1 W
.L.L.L
66

l
r4

.Lrv'

H
H

-J

F4-
(

I" ‘-
" O»

r—ogqcnomQL:w

 

 

%Beouires outside aerial to view

Tne differences in favorite television arograms
was duite attarent as eacn grout was taken into considera-
tion. Tne nign scnool age cnildren ,referred mucn tne
same tyoe groarans as tne adults, wnile grade and under
six year olds nad Patterns unlike tne adilt viewing natits.

Tne grade scnool age cnildren rreferred tne western
tyre programs; i.e., cowboy snows, and programs about
animals, sucn as Zoo Iarade and big Too, a circus snow,
Kukia, bran and Cllie, a oupoet Snow, neld tnird Cnoice
in tyne. Tne fourtn favorite type was comed‘ and variety
snows, followed by boxing. nonever, westerns and Zoo
Parade neld a wide margin in preference.

Tne same nolds trie for tne unler six tra net,
altnougn tne under six grouo did not Snow sucn a strong
trend for tne Lone hanger, and atpeared to arefer Zoo
Parade over Cactus Jim.

Parents' reaction to cni.dren's television grQéerS.

7

Tne Barents Ol tne resoondents volunteered tne following

(0

cainion of cnildren‘s televi ion programs. Forty-one yer
cent or tne 524 aarents relt tnat too mucn emanasis was
Placed Upon snooting, Killing, fignting, gamtling, and
drinking. Tne strong SnOWing of Zoo Parade, big Top,

and Kukla, bran and ollle, noild seem to tend to diSerVd

tne contention tnat cnildren will not eaten a snow tnat is

6o
not violent. Tne oarents maintained tnat control of tne
cnildrenis viewing natits was very difficult. If one
restricted tne cnild's viewing at name, he usually went
to a neigntor's douse to see tne programs in wnicn ne was
most interested. tome parents objected to modern dancing
on television, on tne ground tnat tne actions were too

suggestiv

(D

of sex tromiscuity. Twenty-eignt oer cent of
tne parents felt tnere snould be a board of television
censors to "clean up" many of tne cnildren's programs.
Tne radio listening nabits of cnildren. Tne radio

listening nabits of Cnildren in television families involved:

1. A listing of tne number of nours eacn age

grout Spent liStening to radio during

tne seven day periOd previous to tne

survey.
a. A listing of radio favorites for eacn of

tne age groups.

64
TAX: L XXVIII

NUMBER CF HOURS SPENT BY CdILDREN LIETLKING

ll

 

 

 

Number Percent

Hign Scnool
O nours 24 44
l-b nours 5 6
6-lO nours 6 ll
ll-lb nours lo so
16-20 nours .5 .__§
Total $4 100

Grade Scnool
0 Hours 60 35
l-S nours 5 56
6-lO nours 2? l7
ll-lo nours l5 9
TOtal 59 100

Under six years

0 nours 48 62
1-5 nours 18 l5
6-lO nours 12 l5
ll-lS nours 6 4
l6-20 nours 3 4
Total 7d 100

 

 

It snoulo be noticed tnat none of tne resfiondents
listened to radio more tnan twenty nours in a seven day

Perioo. hone of tne resoonaents in tne grade scnool

65
group listened to radio more tnen fifteen nours. a large
percentage of eacn grout (dign-44fi, Grade-oak, Under bix-‘2%)
did not listen to radio at all.
Favorite:iuriio prograns'tfl‘cnrildren. TuriUnng to tne
favorite radio prOgrams or eacn grouo, it was found tnat

tne distribution was as follows:

TabLE XXIX

E|11VCAIT£L fiszlv ELLLGiunu vi.“ CillLDL‘LQiy

 

 

humber

 

died Scnool

Non-seleCLive
decord Lnows (JJ)
basketball

Artnur Godfrey
Lux Radio Tneatre
btraignt arrow
Lark Trail

Clyde Beatty

Plowman-gas

Grade Lcnool

Non-Lelective 6
aarK Trail 42
Straignt arrow 30
Clyde Beatty 2

Sky King Bl
Cnallenie of tne Yukon 2

E-Bar-b nancn l4
basketball 8
Lone Ram-is; I‘ ll

Gang tasters
Le t. 'S Pretend
Sparky
booumobile

PC9036

66
v TAtLE XXIV (continued)

FannITn RADIO Pnooanas tr CnlbunnN

 

Number

Under six years of age

Non-selective

Artnur Godfrey

Let 's Pretend

bparky

MQIK Trail

Clyde Beatty

Cnallenge of tne Yukon
Daytime Serials

POIOJOC‘OW-QLOUI

Altnougn tne number of samples was too small to
indicate a definite trend, it would seem tnat tne hign
scnool age group yreferred disk jockey record snows and

I

baskettail broadcasts, followed by Godirey and tne Lux
Radio Tneatre. Tne grade scnool group Snowed a definite
prfEfanB for tne late afternoon adventure'programs.

It was UHGXPfiCCEQ tnat Artnur Gourrey «as tne leading
preference of tne 'nder-six-years of bgé group, but by
combining "Let's Pretend" and "Dgarky", two similar
prOgrams aimed at tne younger audience, it may be conclided

tnat tnis tyne Program was tne most Hoyuiar in tne under

six age grout.

67
Earents' reactiOn to cnildren's radio programs.
It was noted tnat none of tne parents exbressed QisayerV&l
of cnildren's radio programs, altnougn radio yrograms
listened to by cnildren did not vary in tyye to a significant

’0

degree from tne television nabits or tne cnildren. Yet tne
parents protested against tne television programs. Tnis
pnenomenon requires more study, as a definite statement

c01ld not be made on tne basis of tnis survey.
COnCLJLlom

On tne basis of tnis survey, it was concluded tnat
Cnildren of all age groubs oreferred television over radio.
Tney extressed more interest in tne new medium tnan tney
did in tne old. Tnis conclusion was oased on tne fact
tnat tne cnildren could name more favorite television
Programs tnan radio probrams, and tne fact tnat a large
percentage (dign-44%, Grade-68%, Under six-62%) did not
listen to tne radio at all, wnile all of tne re5pondents

in tne age roups under six, 6-l4 and l4-l: viewed

0? I

“I

television witn some degree oi regularity.

,fi'.L.r-‘7"~'( ‘ C1
DULVDLIUUI L‘LNU

Tne average television family of the 500 included
in tne survey n's nad television in the nome less than
one year, but nas nad radio in tne nome more tnan ten years.
None of tne families nad more tnan one television set in
tne home, but severty—tnree per cent nad one to tnree
radios in tneir nome. Only one per cent nad no radios.
Eignty-eignt per cent of tne resyonoents nad access to
amtlitude modulation radios, wnile eleven yer cent nad
access to frequency modulation radios as well as amoiitude
modulation.

Fifty-two per cent of tne restondents nad a radio
in at least one car, and listened to it for an average
of five and a nalf hours per ween, out nineteen per cent
maintained tney did not listen to tne car radio.

Seventy-one per cent of tne reSPondents could receive
only tne local television station on tneir television set.

Forty-four yer cent of tne reSpondents listened to
radio every day during tne seven day period immediately
preceding tne survey, comoared to seventy—one per cent of
tne resaondents wno stated tney viewed television every

day in tne seven day Periou just Prior to tne survey.

69

Tnirty-tnree per cent of tne restondents did not liSten
to tie 'adio at all during tne seven day period prior to
tne survey, Wnile only one per cent of tne reSpondents
did not View television durin5 tne seven day period prior
to tne survey. Sixty-seven per cent of tne IBSpOfiuehtS
listened to radio ten nours a week or less, wnile seventy-two
yer cent viewed television between twenty-one and fOrty nours
oer ween. Cn tne basis of these three comtarisons, it may
be concluded tnat tne respondents watched television more
frequently and for more total nours per ween tnan tney 4
scent listening to tne radio. Many more reSpOndents did
not listen to radio tnan tnose reSpondents wno did not
watcn television.

Tne most pOfiUiaT nours of radio listening were in
tne morning, anile tne moSt toyuiar nours of television
viewing were in tne evening. bince seventy-one per cent
of tne television families could receive only LDC local
television station, and tnat station did not telecast
during tne day, it may oe concluded that tne deanucutE
generally turned to radio listening wnen television viewing
was not availanle.

about fifty-tnree oer cent of tne rgsoinuents nad
no favorite radio Programs, comeared to fifteen Per cent

of tne resncndents wno nad no favorite television brograms.

70
It was conclUded that tnis difference in percentages was
due mainly to tne fact tnat tne average individual included
in the survey was eXposed to more television programs tnan
radio programs.

News was tne favorite radio program, wnile boxing
was tne favorite television program.

Seventy-five oer cent of tne resoondents did not
ooerate totn television and radio simultaneously, but a
auarter of tne resoondents did. Twenty-eignt oer cent
of tnese resyondents watcned boxing on television, wnile
liStening to radio descriytions of tne matcn. Tne otner
seventy-two per cent of tne dual onerators, tnose wno nad
television and radio in Operation at tne sari
becaise of preference for a particular radio program, or
dislike for a particular television program. From tnis
it was concluded that if an individual nad favorite radio
orograms or disliked certain television probrams, ne was
linely to listen to radio wnile television was in Operation.
Tnis tendency increased as tne size of tne family unit
increased.

bixty-four per cent of tne resoondents neVer listened
to radio after six in tne evening. Tne remaining twenty-six
yer cent did listen. Tne favorite Prcaram of tne nléut-tifle

listeners was Ding Crosby. From tnis it was concluded tnat

7i
hing Crosby was a cows-r! ul personality ‘Ni’lO retaineu nis
listening audience on radio, even tnougn nis orogram was
broadcast at a time wnen tne television listening was
usdally nign.

Tnirty per cent of tne resoondents preferred radio
news to television news, wniie only four per cent of tne
resoondents preferred radio dramatic programs ;ver
television dramatic programs. It was concluded tnat tne
difference of tne percentage of Preference was due to tne
nature of tne resoective Programs, and tneir relative
desendency uoon tne auditory and aural stimulus. A never,
tne rescondents yreferred ootn television news and drama
troglinms OVEl‘lffiiiO nevs anni drama.;nxn§rams.

none of tne cnildren surveyed listened to radio
more tnan twenty nours in a seven day oeriod. None of tne
grade scnOOl cnilcren (age grouo 6-l4) listened to radio
more tnan fifteen noirs in a seven day perion. a large
fiercentage of eecn group (nign ocnool-44%, Grade bCuOOl-6C%,
Under Lix- 2%) did not listen to tne radio at all.

Lixty-one oer cent of tne niin scnool age cnildren
(age erouo lé-lo) watcned television twenty nours a ween.
or less. iignty-nine per cent of tne grade scnool cniidren
watcned television twenty-five neurs a week or less.

beventy-tnree Per cent of tne age group under Six watcned

television fifteen nours a week or less. all of tne
cnildren surveyed watcned television at least once in
tne seven day period yPiOf to tne survey.

Cnildren of tne nign scnool age snowed a preference
fOr recorded music of tne disk jockey variety wnen listening
to radio. Grade scnool cnildren greferred to listen to
late afternoon adventure programs. Cnildren under six years

i age oreferred Arthur Godfrey, but a combination of two

0

C
1

similar type snows, "bparKy" and "Let's Pretend", snowed
tnat tne under six age group yreferred ,rogrems aimed at
tneir age group.

Televisionwise, tne nign scnool age group's viewing
nabits were nucn tne same as adilts. Tne grade scnool
cniidren oreferred westerns and animal snows. Tne cnildren
under six nad viewing nabits very similar to tne grade
scnool age cnildren.

Tne fact tnat tne cnildren of all age groups could
name more favorite television programs tnan radio programs,
viewed television more regularly tnan tney listened to
radio, and exoressed more interest in television brings
one to tne conclision tnat cniioren of all ages preferred

television viewing over radio listening.

76

On tre basis of answers volunteered bv the Parents,
it was concluded tnat many parents do not aaprove of
many cnildren's television programs, on tne grounds tnat
tney emtnasize violence to too great a degree. Tne parents
also Stated tnat Cnildren's television nabits were difficult
to c ontrol .

As a general conclusion, tne tnree nundred television

families preferred television viewing over radio listening.

74

BIBLIOGRAPHY
Chappell, Matthew N. and Hooper, C.E., R ' A
ME§§B£222211_ New York: Stephen Days, 1944, 246 pp.

Dusenbury, Delwin, and Knower, Franklin H., "Experimental
Studies of the Symbolism of Action and Voice,
" t r S ”, Vol. XXIV

Number 3, ctober. 1938. 428-455'pp.

Hamlin, Roger B.. “A Comparative Study of the Effects of
Living Habits Upon Radio Listening debits". Unpublished
Master of Arts thesis, Michigan State College, East
Lansing, 1950. 55 pp.

Kaufman, Helen J., ”The Appeal of Specific Daytime Serials",
Raggg Researcn 1942-43, Paul F. Lazarsfeld and Frank

Stanton, editors; New York: Duell, Sloan and Pearce,
1944. 599 pp.

Lazarsfeld, Paul F., and Field, Harry, The PEQDIQ Look
A§_fiadig. Chapel Hill: The University of North

Carolina Press, 1946. 152 pp.

Lazarsfeld, Paul F. and Kendall, Patricia L., Radio Listening
;n_ém§zig§.‘ New York: Prentice-Hall Inc. 1948. 172 pp.

”Weekly Television Summary". WW.
February 5, 1951. 68 pp.

White, Paul W., News On IQQ Aig,_New York: Harcourt, Brace
and Company, 1947. 420 pp.

APPENDIX

This is a radio and television survey being oonduotad by Kr. 3.3.Botter
of Michigan State Colle3e,in collzhoration with the Department of
Radio, Speech and Dramaties of ‘ichinan State Colla3s. any information
you give will enable us to mal;e a complete and accu.rate sturdy of

this city. Do not feel obligated to ai3n your name or reveal your
identity.

1. How many months have you owned a television set?

2. Have you owned a radio set more than five years and less than ten?
More than ten years?

5. How many radio sets in working order do you have in your home now?
4. Do you own.an.FV’(Frequenoy Fodulation) set?

5. Do you have a radio in your car? How often do you.listen to it,and
how much in terms of hours per week?

6. How many television sets do you have in.your home?

7. How many stations can you receive on your television set?
8. How often did you view television in the past seven days?
9. How-many hours a week do you watch television?

10.Which hours do you usually watch television?

pll.How oTten did you listen to radio in the past seven days?

-12.How many hours a week do you listen to radio?

~1:5.Which hours do you usually listen to radio?

14 Do you ever listen to radio s.Ttar 6pm EST? If so,to a specific
program or prosrams? which one or ones?

15.P1ease list your five favorite television pregrams,if you have any.2

l6.Please list your five favorite radio programs,if you have any.

i

17.In every community,the schools, the newsps pars, the local goveriiment,
each has a different Job to do. In the Lansing ares., would you say
the schools are doing an excellent,good, Tair,or poor job? How
about the newspapers? The radio stations? The local government?
The churches? The television station?

l8.All things considered, do you like radio newscssts Or television
newscasts best?

19.A11 things considored,would you rather watch a television drama,
or listen to a radio drama?

20.Are there times in your houserold when both television and radio
sets are in Operation?

21.1! your answer to question 20 was yes,shen are these times and how
often does this occur?

22.Usually,what t pee of prorrams are listened to on the radio when
the television set is in operation?

 

25.What television programs do boys and girls in your household usuall,

try to view?
High school age children usually view— ----- snails-18)
Grade school children usually view—~—~ ~~~~~ a3e<6~ls)
Children under 6 usually view----v« --------

24wHOW many hours did your children view television in the past seven

days in our home?
Age I13IB hours
Age 6-14 hours

Under 6 hours '
25. What radio programs do boys and girls in.your household usually
try to hear?
High school age children usually hear~---‘- age (14-18)
Grade school age children usually near~-*~- age (6-1i3
Children under six hear» -------------------

26.How many hours did children listen to radio in your home in the
past seven.days?
Age 14.18 hours
Age 6-14 hours
Age under 6 hours

27. What kind of work does the man of the house do?
28. What kind of work does the woman of the house do?

29. Number of adults in your household.
Number of children over 18 at home,
Number of children between 14—18 at home.
Number of children between 6-14 at home.
Number of children under six at hOMe.

30. Your age group and age group of other adults in your household.

Under 20 years
20-39 years
30-59 years
40-49 years
50-69 years

60 years or over

H m I

31. How much schooling have you had?u
Less than Byears Completed 8th grade Some high school

High school graduate _~‘ Some college College graduate
Advanced college degree

         

   
  

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