Audience Selectivity of Local Television Newscasts

Abstract

Audiences make television news choices based on several factors, such as liking the newscaster, the content and scope of news programs, or from the carry-over effect of the preceding or following programs. Here, evaluation of the anchor person appeared to be most important in picking a weather program, less important for selected news and sports programs. Viewers reported that quality and scope of local news also drew them to particular programs. Findings are based on a telephone survey.