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Detailed Tables: Teen Television Viewing After 9 PM

This section of the report provides detailed findings from a census-balanced, nationally representative telephone study conducted in mid-May, 2002 among 750 American teens 12- to 18-years-old. The CSPI Teen Television Viewing Study was conducted by Global Strategy Group.  The margin of error for the study is +/- 3.5%.

1. Rules Governing TV Viewing Patterns

Thinking of school nights, which of the following rules about watching TV are you supposed to follow? (Multiple responses – may exceed 100%)

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Not supposed to watch TV after a certain time

27

29

25

41

28

13

Not supposed to watch certain TV shows at all

11

8

13

17

9

6

Not supposed to watch certain TV shows without a parent or adult

3

4

1

5

2

1

Not supposed to watch TV by myself

-

-

-

-

-

-

There are no rules about watching TV

62

61

64

41

63

81

 

What time do you have to stop watching TV on school nights? OPEN-END

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Before 9:00 p.m.

40

40

41

54

26

27

9:15 p.m.

5

4

6

8

3

-

9:30 p.m.

12

16

8

14

13

3

9:45 p.m.

1

2

1

1

3

-

10:00 p.m.

23

23

23

16

26

36

After 10:00 p.m.

19

14

21

7

19

34

 

How often do you watch TV after the time you are supposed to stop watching it? Would you say all the time, often, sometimes, rarely or never?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

All the time

4

2

7

4

4

6

Often

14

16

12

9

16

24

Sometimes

45

49

42

45

53

30

Rarely

22

20

25

31

15

12

Never

12

11

13

10

10

25

Don’t know

2

2

1

1

2

3

 

Do you have a TV in your bedroom?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Yes

62

66

58

59

66

61

No

38

34

42

41

34

39

 

IF TV IN BEDROOM: How often do you watch TV in your bedroom after the time you are supposed to stop watching it? Would you say all the time, often, sometimes, rarely or never?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

All the time

11

13

10

6

13

15

Often

14

12

16

14

18

10

Sometimes

28

26

31

33

29

22

Rarely

22

24

21

29

18

21

Never

20

20

19

16

18

26

Don’t know

5

4

3

2

4

6


2. TV Viewing Patterns

Do you ever watch television after 9:00 p.m. on school nights?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Yes

77

79

76

67

83

82

No

23

21

24

33

17

18

 

Which of the following is correct about how you watch TV after 9:00 p.m. on school nights?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

I watch shows on both cable and broadcast TV. Broadcast TV includes ABC, CBS, NBC, FOX and UPN.

55

54

56

49

54

59

I watch only shows on cable

28

29

27

32

33

19

I watch only shows on broadcast TV

17

17

17

17

13

22

 

Who do you usually watch TV with after 9:00 p.m. on school nights? OPEN END

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Parent / care-giver or other adult

22

19

24

29

17

22

Sibling

24

21

26

29

20

23

Friends

6

7

6

5

5

6

Myself

47

52

43

37

56

48

Other

1

1

1

0

2

1

 

How often do you watch TV after 9:00 p.m. on school nights unsupervised, that is, without an adult being present: all of the time, most of the time, some of the time, not very often or never?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

All of the time

24

24

24

18

30

24

Most of the time

27

29

26

21

27

32

Some of the time

26

24

28

27

29

23

Not very often

19

19

18

27

14

17

Never

4

4

4

7

-

4

 

Thinking of only the last 5 school nights, how many of those 5 nights did you watch a half-hour or more of television after 9:00 p.m.?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

1

11

11

12

12

7

15

2

16

13

18

14

15

17

3

22

24

20

20

24

21

4

11

13

10

15

11

9

5

34

34

33

30

40

31

Other- Do Not Specify

5

3

6

7

3

6

Don’t know

1

2

1

2

*

1

 

From Sunday to Thursday in a typical week, how many nights do you watch shows on television after 9:00 p.m.? Would you say one, two, three, four or five?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

1

9

7

11

12

4

11

2

17

17

16

17

17

16

3

25

24

25

26

23

26

4

16

16

15

16

18

13

5

32

33

32

28

37

32

Don’t know

1

3

1

1

1

2

 

On an average or typical school night from Sunday to Thursday, how long do you watch television after 9:00 p.m.? OPEN END

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

½ hour or less

19

20

18

26

16

17

More than ½ hour, less than 1 hour

15

17

14

16

15

15

1 hour

28

25

30

31

26

26

1 ½ hours

11

7

14

9

14

10

2 hours

15

16

14

8

16

19

2 ½ hours

3

3

3

2

3

3

3 hours

4

6

3

4

4

4

More than 3 hours

4

4

3

2

4

4

Don’t know

1

2

1

2

2

2

 

From Sunday to Thursday, which is your favorite night to watch shows on television after 9:00 p.m.?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Sunday

13

17

10

17

11

12

Monday

17

18

16

13

20

17

Tuesday

16

15

18

14

17

17

Wednesday

16

19

13

18

15

15

Thursday

25

18

31

29

23

25

No night is my favorite

11

11

11

8

13

12

Don’t know

1

1

1

1

*

2

 

In the last month, which cable stations have you watched after 9:00 p.m. from Sunday to Thursday? OPEN END (Multiple responses – may exceed 100% - responses 2% or more shown)

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

MTV

36

28

43

27

40

38

Other

26

29

24

24

25

29

Disney

14

8

19

26

14

5

None

12

14

10

10

10

15

Comedy Central

11

17

6

7

14

11

Nickelodeon

9

9

9

21

7

2

BET

6

4

8

4

8

6

ESPN

6

12

1

4

6

8

FOX Sports

5

8

3

5

5

6

TNN

4

7

2

5

4

4

Don’t know

4

3

5

5

4

3

VH1

3

4

2

2

3

4

HBO

3

2

4

1

5

3

Cartoon Network

2

3

1

3

*

2

 

Which one cable station that you have watched after 9:00 p.m. from Sunday to Thursday is your favorite? OPEN END (Multiple responses – may exceed 100% - responses 2% or more shown)

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

MTV

29

21

35

20

34

31

Other – Please Specify

19

21

18

18

18

21

None

12

12

11

10

10

14

Disney

9

6

12

21

5

4

Comedy Central

7

10

5

5

8

7

ESPN

6

12

1

4

6

6

BET

5

3

6

4

5

4

Don’t know

5

4

5

5

5

4

Nickelodeon

4

4

5

10

3

1

TNN

2

3

2

2

2

2

Cartoon Network

2

3

1

2

2

2

HBO

2

2

2

1

3

2

 

Which shows that appear after 9:00pm from Sunday to Thursday on any network or cable station are your favorites? OPEN END (Multiple responses – may exceed 100% - responses 2% or more shown)

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

DK/NA

15

16

15

11

16

18

None

7

6

7

6

5

8

Friends

6

2

10

4

7

6

Osbournes

6

3

8

4

6

7

Real World (MTV)

6

3

9

3

8

7

South Park

5

7

3

4

5

5

ER

4

1

7

2

2

8

Simpson’s

4

8

1

3

4

5

CSI

3

2

3

2

2

3

Jackass

3

3

2

1

3

4

Who’s Line is it Anyway?

3

3

2

4

3

1

Bernie Mac

2

2

2

2

3

*

Charmed

2

*

4

1

3

2

Disney Channel Movies

2

2

2

6

1

-

Dawson’s Creek

2

1

2

1

1

2

Jay Leno

2

2

1

1

*

3

Comicview

2

1

3

1

2

2

Smallville

2

3

1

2

*

2

Seventh Heaven

2

*

3

2

2

1

Sportscenter

2

3

1

2

1

2

WWF Smackdown

2

2

1

2

1

1

WWF Raw

2

4

*

1

2

3

Wrestling N/S

2

3

1

5

1

*

MTV N/S

2

2

3

4

2

1

Movies N/S

2

2

1

1

2

1

 

Now thinking of your one or two favorite shows that are aired after 9pm on Sunday through Thursday what is it about them that you like most? OPEN END (Multiple responses – may exceed 100% - responses 2% or more shown)

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Funny/Comedies/Makes me Laugh

47

48

46

49

84

78

DK

7

6

8

4

7

9

Action

6

9

3

8

4

5

Fun to watch/Enjoyable/Interesting

5

4

5

4

4

6

Entertaining

4

4

4

4

3

5

Reflects Real World/ Deals with real life issues

4

3

5

1

4

6

Follows my interest/hobby

4

5

3

3

6

3

Entertaining

4

4

4

4

3

5

Music

3

2

4

2

4

2

Mysterious/Suspenseful

3

2

3

3

3

1

Drama/Dramatic/Qualities

3

2

4

1

2

6

Like what show is about N/S/Like to watch

3

3

3

3

3

1

Music

3

2

4

2

4

2

Mysterious/Suspenseful

3

2

3

3

3

1

Characters

2

2

2

3

1

3

Informative/Educational

2

2

3

1

2

4

Relates to teens/ Relates to school life

2

1

3

2

1

2

Can relate to characters

2

1

2

2

*

2

Don’t have a favorite show

2

2

2

1

1

4

Characters

2

2

2

3

1

3

 

Now thinking of your one or two favorite shows that are aired after 9:00 p.m. on Sunday through Thursday, which age group do you think they are designed for? Would you say:

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Adults over 21 only

17

17

17

8

16

25

Adults over 21 and kids

71

70

72

76

72

67

Only kids

8

9

8

15

8

4

Don’t know

4

4

3

1

4

4


3. Attitudes Toward and Recall of Advertising

When you’re watching TV after 9:00 p.m. on school nights, how much attention do you pay to the commercials or advertising?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

A great deal

5

4

6

6

5

4

Some

26

27

25

24

29

26

Not much

28

24

31

24

27

31

Hardly any at all

26

29

24

29

27

22

Never

15

16

14

17

12

17

 

Can you please tell me what kinds of products are advertised on commercials that appear on shows after 9:00 p.m. on school nights? OPEN END (Multiple responses – may exceed 100% - responses 2% or more shown)

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Cars

21

20

21

16

22

23

Don’t know

19

18

20

15

16

25

Cosmetics

17

15

19

14

20

16

Movies

14

16

12

12

15

14

Clothes

11

11

11

12

14

8

Alcohol: beer, wine, liquor, malt beverages/alcopops

11

13

10

11

12

10

Phone service/cellular

10

12

9

9

9

13

Snacks

9

7

11

9

11

7

Restaurants

9

9

9

9

10

8

Household products

9

9

9

14

8

6

Soft drinks

8

9

7

9

8

6

Department/discount stores

7

8

7

6

9

7

Medicine

7

7

7

9

8

6

Video games

6

9

3

4

9

4

Shoes

5

5

5

5

6

4

TV shows

3

3

3

4

2

3

 

How about the names of companies or brands that advertise products on commercials that appear on shows on school nights after 9 p.m.? Can you name any of them? OPEN END (Multiple responses – may exceed 100% - responses 2% or more shown)

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Don’t Know

38

36

40

37

34

41

Nestle

8

8

-

-

-

*

Nike

6

10

3

7

7

6

Budweiser

5

7

4

6

3

6

McDonald’s

5

4

6

4

7

4

Pepsi

4

4

5

5

4

4

Burger King

3

3

4

4

5

1

Chevy/Chevrolet

3

3

2

2

3

2

Neutrogena

3

1

4

2

3

3

1800 call ATT/ AT&T

2

2

2

2

1

2

Coke

2

2

2

3

2

2

Dodge

2

3

1

1

2

2

Gap

2

2

2

2

1

3

Miller Beer

2

3

1

2

1

2

Maybelline

2

1

3

1

2

2

Pizza Hut

2

1

3

1

2

2

 

What types of ads or commercials that appear on shows after 9PM on school nights do you like the best? You can mention specific companies or products. OPEN END (Multiple responses – may exceed 100% - responses 2% or more shown)

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

DK

24

23

25

27

25

20

Don’t like/watch commercials/pay no attention/none/no favorites

19

20

18

17

17

21

Movie (Previews/Trailers)

6

7

5

5

6

5

Funny

6

6

6

3

4

10

Car Ads N/A

3

3

3

2

3

4

Budweiser

2

3

1

2

1

3

Geico

2

2

2

2

2

2

Nike

2

3

1

2

2

2

Pepsi

2

*

4

3

2

1

TV Show Ads

2

3

2

3

1

3

Cosmetic N/S - Makeup

2

*

3

1

1

3


4. Recall of Alcohol Advertising

Have you ever seen an advertisement for alcohol products, including beer, wine or liquor, on television after 9:00 p.m. on school nights?

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Yes

73

79

69

71

76

73

No

24

20

27

29

19

23

Don’t know

3

1

4

-

5

4

 

Which alcohol product or company was the advertisement for? OPEN END (Multiple responses – may exceed 100% - responses 2% or more shown)

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Beer: Budweiser

47

48

46

50

50

42

Smirnoff Ice

15

19

12

7

15

22

Beer: Bud Light

15

16

14

16

13

16

Beer: Miller Light

14

16

13

17

14

13

Mike’s Hard Lemonade

13

17

8

12

12

14

Bacardi Silver

11

12

10

8

12

13

Beer: Miller Genuine Draft

10

12

8

4

12

13

Other: Beer

8

8

8

5

12

6

Other

8

9

6

11

9

4

Don’t Know

8

6

11

11

9

6

Beer: Sam Adams

5

7

3

-

8

6

Beer: no name given

5

4

7

3

5

8

Skyy Blue

3

4

3

2

4

4

Doc Otis’ Hard Lemonade

2

3

1

3

2

2

 

I am going to read a list of alcoholic beverage products. For each, please tell me if you have seen any advertising commercials for these products.

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Smirnoff Ice

62

71

54

47

65

72

Mike’s Hard Lemonade

58

65

52

54

58

62

Zima

52

60

45

39

53

63

Coors Vibe

45

48

41

44

46

44

Bacardi Silver

40

41

38

29

39

50

Skyy Blue

30

34

27

26

30

34

Absolut Platinum

14

15

13

11

16

15

Seagram Split

7

8

6

9

5

6


5. Association of Alcopops: Beer, Wine, Liquor

I am going to read the same list. Please tell me whether you think each is more like beer, more like wine or more like liquor.

Zima

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Beer

36

44

29

30

35

43

Wine

18

16

20

19

18

18

Liquor

24

24

25

26

26

21

Don’t Know

22

16

26

25

21

18

 

Mike’s Hard Lemonade

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Beer

28

34

23

23

28

32

Wine

16

17

15

19

16

14

Liquor

39

38

41

37

40

41

Don’t Know

17

11

21

21

16

13

 

Smirnoff Ice

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Beer

32

37

28

32

29

35

Wine

14

13

15

20

12

11

Liquor

36

37

36

29

40

40

Don’t know

18

13

21

19

19

14

 

Bacardi Silver

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Beer

19

20

19

23

18

16

Wine

18

24

13

22

19

14

Liquor

42

41

44

33

40

53

Don’t know

20

15

24

22

23

17

 

Skyy Blue

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Beer

23

24

22

26

25

17

Wine

19

20

19

21

19

18

Liquor

31

34

29

26

29

38

Don’t know

27

22

30

27

27

27

 

Coors Vibe

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Beer

67

68

66

58

70

71

Wine

6

7

5

10

5

3

Liquor

10

10

9

13

7

8

Don’t know

17

15

20

19

18

18

 

Seagram Split

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Beer

14

16

12

15

14

12

Wine

19

20

18

20

20

16

Liquor

30

30

31

29

28

34

Don’t know

37

34

39

36

38

38

 

Absolute Platinum

ALL
(%)

M
(%)

F
(%)

12-13
(%)

14-15
(%)

16-18
(%)

Beer

13

14

13

16

16

8

Wine

13

13

13

17

15

8

Liquor

42

45

40

33

39

54

Don’t know

32

28

34

34

30

30

July 2002

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