1976 Pennsylvania Public Television Network Audience Research Project: Phase 1. Audience Definition and Estimation

The first of three phases to provide the Pennsylvania Public Television Network (PPTN) and its seven component stations with information and procedures for defining, estimating and characterizing audiences, as well as developing programs and assessing reactions to them, this study concentrated on establishing audience definitions. The basic parameters were geographic scope and size. The 1970 United States Census data tapes for Pennsylvania and neighboring states were used for developing potential audience profiles in the areas of total service, effective viewing, core viewing, Federal Communication Commission ascertainment and Pennsylvania total service. Demographic profiles for each station were compiled using 10 variables from the census data. General and specific audience estimates were derived from Arbitron television audience data bases. For each PPTN station, the following products were generated: (1) service area designation printouts and maps, (2) general and demographic profiles, (3) People Instant Cume printouts covering estimates of average and cumulative television audiences and (4) Audience Flow printouts tracing the movement of the average audience between television stations. Appended are sample profiles, maps and printouts as well as printouts of selected audience estimates. (KP)