The survey, completed in the third week of January 2008, asked 1,600 web users over the age of 18 years how their television viewing habits might change given a TV schedule impacted by the writers’ strike.
Among the findings of the survey:
- Only 12.0% report not having heard about the strike.
- If the strike continues and reruns become a fixture of TV schedules, many say they will watch less television (44.0%) or even go to the extreme and turn the television off (15.4%).
- Only one-quarter of respondents say they will watch the same amount or more television (28.4%).
- A potential schedule full of reruns has a greater impact on a number of demographic segments – including women 25-44 years, of whom nearly two-thirds (65.0%) say they will watch less television or worse turn the TV off (16.5%).
- In the absence of new programming, the internet is an entertainment alternative many will consider: Two-fifths of respondents (39.6%) expect to use the internet more for entertainment purposes if their favorite TV shows are shown only in reruns.
- Online video is a tempting source of entertainment: One-quarter (25.6%) of respondents say they will probably watch more online video as the strike continues to affect programming.