The loyalty of television viewing: How consistent is TV viewing behavior?

Abstract

To study different conceptualizations of TV loyalty, we analyzed two weeks of data from a representative panel of 2,365 British viewers. Correlational analyses reveal that television viewing is remarkably consistent over time in terms of selected channels, preferred program types, and preferred programs within program types. At least for the British viewer and the British broadcasting system with four nationally available channels, loyalty ranges from general allocation of time to television to very specific preferences for single programs.