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TV Viewership in '08 to Be Strong, Bolstered by Olympics, Election, Idol Finale

Viewers are going back to their favorite TV shows after the writers’ strike, with some heading online - but many more anticipating viewing upcoming special-event TV programming, including the Olympics, presidential election and American Idol, according to Carat.

Some primetime viewers have reacted to the end of the writers’ strike by watching more TV (9% are doing so) - but as many as 82% are watching the same amount as during the strike, a Carat survey found.

Returning to Favorites

Asked whether they will return to their favorite TV show…

• 62% said they will, once it is back on air in late March/April.
• 55% said they will, even if it is not back on air until the fall or winter. In the meantime, within this group…
  • 75% of those viewers said they plan to channel surf or watch other familiar primetime shows.
  • Just 3% said they would go online (to network or video websites) to watch full repeat episodes and/or any online exclusive content (e.g., interviews, previews).

• Only 5% do not plan to tune in to their favorite TV shows at all when those shows return. Within this group…
  • 11% said they are planning to watch TV shows on any video sites.
  • 2% said they will watch shows on TV network websites.
  • Others plan to watch DVDs, go to the movie theater, play videogames and watch free VOD programming (9-10% for each activity).

  

Special-Event Programming

• About half (48%) of respondents expressed interest in watching the 2008 Olympic Games.
• Respondents say they will seek news/info about the Olympics from broadcast networks (92%), cable news channels (52%), and newspapers (38%).
• Some 40% of respondents said the 2008 presidential election is an event they’d be interested in watching on TV.
• Respondents cited broadcast networks (84%), cable news channels (73%), newspapers (50%) as sources of news/info about the election that they will likely turn to.
• Respondents are also interested in watching the American Idol finale in May (32% said so) and spring sports programming such as baseball (27%) and March Madness/NCAA basketball tournament (25%).

About the survey: Carat Insight surveyed 1,000 primetime TV viewers (18+) March 3-5, 2008.