Analysis of TV Viewership Behaviors in New South Wales

Analysis of TV viewership behaviors among residents of New South Wales
Statistics
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14 April 2019

Section 1: Introduction
My role in media is to ensure that our audience gets the right information they need to get from
the media whenever they tune in (Budden, Anthony, Budden, & Jones, 2010). Based on this, the
current study sought to investigate the TV viewership among the residents of New South Wales.
That is, we sought to analyze the behavior of the respondents in regard to TV viewership
(Steinberg, 2010). This study is important in the sense that it informs on the needs of the
audiences and also provides the media houses with information to make right decisions that are
beneficial to the customers (audiences). This information is also crucial for advertising purposes
(Johnson, 2010).
Section 2: Survey Questionnaire and Procedure
A convenience sample of 100 respondents was used for this study. Respondents were selected
based on convenience to join the study. Data collection was done through administering of
structured questionnaire to the participants (Frauke , Stanley , & Roger , 2009). The participants
were required to fill in the questionnaires and then hand-over to the researcher.
Section 3: Data Presentation and Analysis
Summary Table
Table 1 below presents the summary on the frequencies. As can be seen, the majority of the
respondents interviewed were females (55%, n = 55), all the respondents owned TVs and
majority (74%, n = 74) watched the TV everyday with the most commonly watched programme
being the soaps (37%, n = 37) and this is mostly between 7pm-12am.

Table 1: Summary table for the frequencies
Characteristics Frequency (n) Percent (%)
Gender
Male 55 55.0
Female 45 45.0
Total 100 100.0
TV ownership
Yes 100 100.0
No 0 0.0
Total 100 100.0
Frequency of watching TV
Everyday 74 74.0
Every other day 14 14.0
Once a week 6 6.0
Once every 2 weeks 6 6.0
Total 100 100.0
Programme most commonly watched
Soaps 37 37.0
Reality 15 15.0
News 14 14.0
Drama 8 8.0
Comedy 8 8.0
Sports 18 18.0
Total 100 100.0
Additions to the terrestrial TV
Sky 27 27.0
Virgin 12 12.0
Freeview 18 18.0
Sky Go 16 16.0
Apple TV 11 11.0
Amazon Prime 16 16.0
Total 100 100.0
Days of the week when watch TV the most
Mondays 7 7.0
Tuesdays 9 9.0
Wednesdays 8 8.0
Thursdays 9 9.0
Fridays 11 11.0
Saturdays 25 25.0
Sundays 31 31.0
Total 100 100.0

Days of the week when watch TV the least
Mondays 46 46.0
Tuesdays 18 18.0
Wednesdays 6 6.0
Thursdays 8 8.0
Fridays 1 1.0
Saturdays 6 6.0
Sundays 15 15.0
Total 100 100.0
Time usually watch TV shows
7am – 12pm 19 19.0
12pm – 3pm 11 11.0
4pm – 7pm 9 9.0
7pm – 9pm 26 26.0
9pm – 12am 35 35.0
Total 100 100.0
Association between gender and type of TV programmes
Contingency table
Table 2 below presents the contingency table on gender and type of programmes watched. As
can be seen, majority of the female respondents (60.0%, n = 27) said to watch soaps most often
while majority of male respondents (25.5%, n = 14) said to watch news more often. This points
to association between gender and TV programme commonly watched (Harrison, 2013).
Table 2: What type of programmes do you most commonly watch? * Gender Cross tabulation
Gender Total
Male Female
What type of
programmes
do you most
commonly
watch?
Soaps Count 10 27 37
% within Gender 18.2% 60.0% 37.0%
Reality Count 10 5 15
% within Gender 18.2% 11.1% 15.0%
News Count 14 0 14