*Data on what is watched, when, how, and for how long, by various TV audience segments over a specified period. Segmentation is frequently based on age, sex, social class, and/or ethnicity. It may also distinguish between categories of viewers based on average amounts of viewing: light viewers (watching less than 2 hours per day), medium viewers (watching 2-4 hours), or heavy viewers. Viewing is frequently classified by programme genre (see also television genres), channel, or daypart (e.g. peak time). The study of such patterns can involve the keeping of viewing diaries. Traditional viewing patterns related to time of day have been argued to have been eroded by audience fragmentation, media convergence, and the online availability of TV on demand. See also audience measurement; television viewing styles.
Subjects: Media Studies.