• The average home can now receive 106 channels, and yet the typical adult views just 14 in  an average week.

• Watching ABC/CBS/NBC fare accounts for only 15% of all TV set usage (including  homevideo), whereas ad-supported basic cable viewing represents 48%.

• Although 66% of program viewers were fully attentive to a particular segment of a show,  only 53% could be classified as “watching” a given commercial (or commercial break).

• In pre-testing, very successful ad campaigns often attain ad recall scores of 45%, with  up to half of those who remembered a single telecast exposure able to play back key  selling points from a commercial. Furthermore, 10-13% of the viewers queried will  indicate some sore of attitude change in favor of the advertised brand.

This annual provides advertisers, ad agencies and the media with an invaluable analytical and reference tool to help them cope with the issues that affect this dominant medium’s  impact—rising CPMs, audience fragmentation, commercial clutter, the influence of new electronic media and more.

TV Dimensions continues to widen its scope, with particular emphasis on the quality of the viewing experience, advertising impact variables, and some of the business aspects that govern the industry. Many of these reports are our exclusive analyses, such as our estimates of the average viewer’s TV diet by program genre and source, and our estimates of primetime program license fees. Others, such as white papers on advertising receptivity, viewer mindsets, etc., involve the cooperation of outside research companies who allow us to use their data as a way of demonstrating the full scope of their services.

Published January 2008; 387 pages