KNOWLEDGE NETWORKS STUDY SHOWS TRANSFORMATION OF PRIMETIME TV VIEWING EXPERIENCE

Viewers exert more control through channel switching, solo viewing; 10-year comparisons reveal dramatic changes

Menlo Park, CA; December 1, 2004: A Knowledge Networks (KN) study of television viewing habits shows that primetime TV is now very much at the service of its users, who increasingly switch channels, multitask while watching, and personally select the programs they see. A comparison to earlier KN studies using the same methodology indicates dramatic changes in the primetime viewing experience over the past 10 years.

"Primetime television is still a powerful presence in consumers' daily lives," said David Tice, Knowledge Networks' Vice President, Client Service, and director of The Home Technology Monitor™. "But this and other KN studies indicate that the television audience is searching for more ways to control the viewing experience, to make a place for TV as part of their increasingly hectic lifestyles. KN will continue to benchmark these inevitable changes."

The report, How People Use® Primetime TV 2004, applies a proprietary KN technique for understanding consumers' interactions with media. The How People Use® methodology has also provided insights into users' interactions with DVRs and cellular phones, as well as children's use of media technology.

The study shows that:

• almost half (41 percent) of primetime viewers turn on the TV to watch a specific show "most of the time"
• 45% of primetime TV viewers are watching TV by themselves, versus 31% a decade ago*
• 47 percent of viewers switch channels during some part of a program—most commonly be-cause a program ends or to skip a commercial—as compared to 33 percent in 1994
• the proportion of viewers doing other things—such as talking, snacking or reading—while watching primetime TV has increased slightly since 1994, from 67% to 75%
• one-third of primetime viewers watch primetime TV out of their homes at least once a week, most commonly at friends' or relatives' homes
• 47% percent of the respondents believe that primetime advertising is better than other daypart advertising at making them aware of new products
• videogame use during primetime increased from 1 percent to 6 percent in the past ten years.

* Comparisons to 1994 are for the 8PM-9PM hour only

How People Use® Primetime TV 2004 is part of KN's The Home Technology Monitor™, which provides clients with reliable data on consumer ownership and use of key technologies and services. Other topics covered in the report include program viewing decisions, how users learn about programs, out-of-home viewing, other activities with television, and substitutes for TV. The report also includes viewers' general attitudes toward primetime advertising and a comparison to a 1994 study by KN/SRI. Knowledge Networks applies high standards and exceptional resources to its studies of all aspects of marketing. KN specialties include CPG, brands, media, segmentation, and research on pricing, product configuration and advertising. The company's clients include numerous Fortune 500 companies.

Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to making smart, safe business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.