| Table 58
Published: August 03, 1998
Last Updated: January 03, 2000
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Table 58
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| MEDIA USAGE |
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Media users |
| (All percentages read vertically) |
Total market |
Heavy |
Medium |
Light |
| Base (% of national): |
100% |
32% |
49% |
19% |
| |
| On a typical
workday (Monday to Friday) ... |
| Watch local TV news in evening |
79 |
93 |
84 |
40 |
| Read local daily newspaper |
72 |
92 |
68 |
33 |
| Watch network TV news in evening |
67 |
90 |
68 |
22 |
| Watch TV news in morning |
46 |
67 |
42 |
19 |
| Watch "Nightline" |
39 |
70 |
31 |
4 |
| Use internet/on-line service
for news |
22 |
32 |
19 |
13 |
| Read national daily paper (Wall
Street Journal/USA Today) |
18 |
32 |
13 |
6 |
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| In a typical
week ... |
| Watch TV news-magazine program
(20/20) |
77 |
96 |
80 |
36 |
| Read Sunday newspaper |
76 |
93 |
72 |
41 |
| Read news magazines (Time/Newsweek) |
39 |
69 |
30 |
11 |
| Read tabloids (National Enquirer) |
11 |
22 |
7 |
2 |
Note: All 11 media usage questions (eight for typical day, four for typical
month) were measured on a yes/no basis. Segments reflect quartiles of that
distribution: with "heavy consumers"
(the top quartile) using seven of more news sources, "medium" (the
middle half) using four to six sources, and "light" (the lowest quartile)
using three or fewer news sources.
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