NIELSEN TELEVISION SERVICES IN THE UNITED STATES... Nielsen Television Index (NTI) provides continuing estimates of TV viewing and national sponsored network program audiences, including national ratings 52 weeks per year. Data regularly reported include persons audiences and household audiences by market sections, Daily Ratings, Fast National and Multi- Network Area Ratings, Cost /1000 Estimates and Program and Brand Cumulative Audiences. In addition, the National Audience Demographics Report provides estimates of audiences by persons categories within household demographics. NTI's on -line multiphase time -sharing computer systems offer clients direct access to a wide range of special analyses. Nielsen Station Index (NSI) measures television station audiences in over 200 local markets, and provides season -to- season reports (up to seven per market per year), on viewing by time periods and programs. NSI measurements include metro area and Designated Market Area (DMA) ratings, station total audiences, program pre- emptions, cumulative audiences and "time viewed," and estimates of viewing over a wide range of demographic categories. Nielsen Metered Market Service provides daily and weekly reports on television audiences in New York, Los Angeles, Chicago, San Francisco, Philadelphia and Detroit (starting in Fall,1982) via a sample of households with Audimeter instruments linked directly to Nielsen computers. Nielsen HomeVideo Index (NHI) provides measurement services for the cable television industry and related in -home video forms. This includes audience measurements for the cable satellite networks, local cable systems, pay -TV services and program suppliers. IN CANADA.. Nielsen Broadcast Index (NBI) is the Canadian counterpart of the Nielsen Station Index in the United States. NBI measures television station audiences in the 41 DMA's that comprise the total Canadian national market. NBI report frequency varies from 3-18 weeks, depending on market size. Report book features include demographics, special vs. regular time period listings, trends, cumes, week - by -week ratings and metro area ratings for major reports. Nielsen Television Index (NTI) publishes network television audience measurement reports for 37 weeks of the year. These reports cover all programs carried on Canadian networks: CBC, CTV, Global, Radio -Canada and TVA. IN BELGIUM... Diary measurement of national audiences two months per year. IN ITALY... National audience reports are provided monthly, nine times per year. They include data for the national networks, foreign stations and all local stations combined. Three times per year, the local service reports on household and persons viewing activity for all major stations in 19 regions. IN JAPAN... Nielsen Station Index was established there in 1960, and produces Metered Market measurements for the Tokyo, Osaka and Nagoya areas and diary measurements for 7 other markets. Additional copies of this brochure at no charge are available within U.S.A.. Canada, U.K., Ireland. Mexico and Japan upon request to A.C. Nielsen Company. Nielsen Plaza, Northbrook, Illinois 60062. U.S.A. and within Continental Europe, South Africa, Brazil. Australia and New Zealand from A.0 Nielsen Management Services S. A.. P O. Box 516. CH -6002 Lucerne. Switzerland. The Nielsen data in this booklet are estimates of the audiences and other characteristics of television usage as derived from Nielsen Television Index and Nielsen Station Index measurements. The use of mathematical terms herein should not be regarded as a representation by Nielsen that such measurements are exact to precise mathematical values. Copyright 1982 by A.C. Nielsen Company. Printed in U.S.A. All rights reserved.
IELEV Historically, each year has brought remarkable new developments to the television industry. But neuer before in history has the industry witnessed the rate and dimension of change seen in the recent past and this change promises to continue virtually unabated. Both the traditional and new forms of television are commanding high audience interest as documented by the record viewing levels set during 1981. Millions of living rooms and family rooms across the country have been transformed into combined information, home services, and entertainment centers. Since television and cablevision have become even more complex and competitive, it is imperative that the marketplace has full confidence in the audience estimates provided. We are grateful to you - our good clients and friends - for your continued expression of that confidence. Highlights from the various reports and studies compiled by the Nielsen Media Research services are contained in this, our 27th issue of the Nielsen Report on Television. We hope you find it worthy of your review. James D. Lyons President Media Research Group 1
cboices ati c1atrei Viewer Ong nrbel of incieas According to the Federal Communications Commission, there were 1,045 stations on the air... 774 commercial and 271 public... as of January 1, 1982. Nielsen Television Index reports that as of 1981, 43% of television households could receive the signals of 10 or more television stations; this compares to only 20% in 1972. However, the share of television homes able to receive TV fare on 10 or more channels becomes 53 %, when channels programmed by the cable -only services are added to "stations receivable." STATIONS AND CHANNELS RECEIVABLE PER TV HOUSEHOLD % SHARE OF TV HOUSEHOLDS -3 4 5 6 7 8 9 10+ 1981 315 8 I 9 NO OF CHANNELS 3I5I 8 9 NO OF STATIONS 10 13 8 10-11 10 53 12-14 24 15 13' 10-1 1 19'- 100% 43 12-14 17"- 100% 15 7 1972 6 I NO. 11 1 12 OF STATIONS 10 18 12 11 20 100% 1964 22 19 14 19 12 6 4 4 NO OF STATIONS 100% SOURCE NTI SAMPLE 2
I Nielsen estimates 81.5 million U.S. Households owned at least one TV set as of January, 1982. More than half of these TV homes owned more than one set and 86% owned color TV sets. TV OWNERSHIP 81.5 TV HOUSEHOLDS 76.3 77.8 (MILLIONS) 74 5 69.6 86 85 - % COLOR 83 60 81 1 45 2 53 8 74 48 50 51 52 % MULTI -SET ff (-)9 32 0 43 41 35 4.6 I MARCH JAN. JAN. SEPT. SEPT. SEPT SEPTEMBER 1950 1955 1960 1965 1970 1975 19781979 1980198 EFFECTIVE DATE TV OWNERSHIP U.S. CENSUS 1950 -'70; NIELSEN ESTIMATES 1975 -'81. COLOR: ARF CENSUS 1985; NIELSEN ESTIMATES 1970 -'81. MULTI-SET: U.S. CENSUS 1980-'85: NIELSEN ESTIMATES 1970-111. ' AS OF 1979. ESTIMATES BASED ON JAN. 1 OF FOLLOWING YEAR. EFFECTIVE IN SEPT.
oye S o tnpse.n l oasaud f e ey adults ao [ion "adtilts The total number of persons in TV households increased 15% since 1970 (215.7 million vs. 187.2 million). The share of the adult population (18 years and over) rose from 67% to 75 %, whereas the non -adult population declined from 33% to 25 %. f TOTAL PERSONS IN TV HOUSEHOLDS (MILLIONS) 21565 18721 200 17 9 6 7 8 12 YEN 11 33 10 6 6 EE, 13 13 13 9 11 11 15 13 12 11 3U 12 6 12 5 6 5 16 11 14 9 8 w WOMIN 7 6 1970 NON -ADULTS (AS % OF TOTAL PERSONS) 1975 1981' ADULTS (AS % OF TOTAL PERSONS) BASED ON JAN. 1, 1982. OTHERS BASED ON SEPT. 1 EACH YEAR 4
Television viewing levels increase throughout the day, reaching a peak between 8PM and 10PM. Thereafter, TV usage falls off rapidly as people go to bed. There are extreme variations in TV usage levels from winter to summer, particularly during late afternoon and evening hours. In contrast, there are only minor differences in early morning and late night. PERCENT OF HOUSEHOLDS USING TELEVISION MON. -FRI MORNING MON -FRI. AFTERNOON MON -SUN. EVENING 7 8 9 10 11 12 12 1 2 AM NOON PM 3 4 5 6 6 7 8 9 10 11 12 PM PM AM SEPT. '80-AUG. '81 FEB.'B1 =.111 JULY '81 NIELSEN ESTIMATES -TOTAL U.S. NY TIME. EXCEPT NYT + 3 HOURS IN PACIFIC TERRITORY. 5
to household 31 to nearly 6 climbs usage ion per day TV households, on the average, viewed an estimated 6 hours and 44 minutes a day during the 1980 -'81 TV season; the highest season average ever reported. This represented a 9- minute annual increase over the 1979 -'80 TV season, with even larger increases reported in February (+ 10 minutes) and July ( +20). AVERAGE HOURS OF HOUSEHOLD TV USAGE PER DAY 601 611 626 635 6:44 HOURS: MINUTES 5:30 FEB. 6:28 6 53 6 49 7:11 7:22 7:32 JULY 4:23 508 5 33 5:46 5:48 6:08 1965-1970- 1975-1978- 1979-1980- '66 71 76 79 80 81 NIELSEN ESTIMATES BASED ON TOTAL U.S. HOUSEHOLDS SEPT. -AUG. 48-WEEK AVERAGE EXCLUDING UNUSUAL DAYS. 6
e eatei amlptg TV usag Households Pdults _Pay Cable Householdñ _Households With No On the average, TV households viewed over 49 1/2 hours of television per week, however, certain homes viewed far more than that. Households with 3 or more persons, and those with non -adults, tuned in for about 60 hours a week. Pay Cable households viewed substantially more television than either those households with only Basic Cable service or no cable at all. HOURS OF TV USAGE PER WEEK BY HOUSEHOLD CHARACTERISTICS MONDAY -SUNDAY 24 -HOUR TOTAL 6020 58:08 59:50 45:11 46:13 51:00 48-49 1 51 18 48 1 1 47:03 48:21 42:57 NOV. 1981 33:53 NOV. 1975 12 37:26 52:41 42:17 48:03 50:15 $20,000+ 43 59 38 41 HOUSEHOLD SIZE crg W O O z D h órn O Of O) Vl Q+ ó ci N HOUSEHOLD INCOME NIELSEN ESTIMATES' NATIONAL AUDIENCE DEMOGRAPHICS REPORT + Ci (h M a co co Z O Z CABLE SUBSCRIBER Z o Z > Z PRESENCE OF NON -ADULTS 7
In general, women view more television than men, older men and women view more than younger age groups and younger children view more than older children and teenagers. NOVEMBER 1981 HOURS: MINUTES PER WEEK 168:00 WEEKLY VIEWING ACTIVITY FOR 39:20 REMAINDER 36% 12% / v 32:37 8 29:32 30:09 12% 10 12% 12% 10 MON. -SUN. 11 PM -1 AM 8 8 9 SAT. 1-8PM, SUN. 1-7PM 8 13 SAT. & SUN. 7AM -1 PM 7 -- 4 14 20 MON.-FRI. 10AM- 4:30PM 19 16 13 11 11 20-15 16 14 MON.-FRI. 4:30-7:30PM 9 MON. -SAT. 8-11 PM, 13 SUN. 7-11 PM 32 31 35 31 DISTRIBUTION TOTAL 18-34 35-54 55+ OF HOURS PERSONS 2+ WOMEN IN WEEK
1 ti This viewing activity is distributed disproportionately throughout the day, reflecting each group's work, school or leisure time schedule. For example, prime time (Monday - Saturday, 8:00-11:OOPM & Sunday 7:00-11:OOPM) makes up only 13% of the week's total available hours, yet with the exception of children 1-5 years, this time period accounts for 30% or more of the people's viewing. WOMEN, MEN, TEENS AND CHILDREN NIELSEN ESTIMATES NATIONAL AUDIENCE DEMOGRAPHICS REPORT 35 43 11 26:30 27:41 ri -4 -^ 27 04 1 '> 24:48 13% 22:28 =2 17% 12 12% 12 11% 10 12 1819 16 8 12 8% 13 14 7 13 8-4- 16 7 1;1 13 15 11 12 8 7 8 16 10 21 18 35 33 20 18-34 35-54 55 + FEMALE MALE 6-11 2-5 MEN TEENS CHILDREN 9
) J Sun day 8.30-9.00 a ti me slot and d 1n the roost popular me mes viewing The 8:30 to 9:00PM time slot is the most -viewed (Mon. -Sun.) evening half -hour, and women account for the greatest share of viewing throughout the evening. Year after year, Sunday evening continues to attract the greatest number of viewers. Monday was the second most popular November viewing night in both 1975 and 1981, but note Friday has moved from last to a strong 3rd place. PERSONS VIEWING PRIME TIME (AVERAGE MINUTE) BY HALF HOUR % SHARE - NOVEMBER 1981 TEENS 12-17 TOTAL WOMEN MEN CHILDREN PERSONS 2+ 18-34 35-54 55+ 18-34 35-54 55+ 6-11 2-5 (MILLIONS) 8-8:30PM 8:30-9PM 14 13 15 13 10 12 8 10 5 100.3 14 13 J 15 13 11 1 8 10 5 102.0 BY NIGHT OF THE WEEK TOTAL PERSONS 2+ (MILLIONS) NOVEMBER 1981 94 7 90 5 90,2 92.1 86.4 88.5 106.9 9-9:30PM 15 14 15 14 12 12 8 7 3 97.7 1975 87.0 85.8 80.6 80.6 80.4 82.6 96.6 9:30-10PM 16 15 15 14 12 11 8 6 3 94.5 10-10:30PM 10:30-1 1 PM 17 15 15 16 13 11 7 17 16 11 7 1 15 16 13 4 4 2 77.6 84.3 Q O 2 O f Q 1n MON. -SUN. AVERAGE 8-11 PM EASTERN TIME, EXCEPT SUNDAY - 7-11 PM IN '81, 7:30-10:30PM IN '75. EXCLUDING UNUSUAL DAYS. 10
oedies Situation popular progra m most ror e Situation Comedies attracted the largest prime time overall audiences during November of 1981, recovering from a 2nd place finish behind General Drama in 1980. Sit -Corns were also the most popular type of programming for children and teens. As for adults 18-54, prime time audiences were highest for Feature Films, while adults 55+ preferred General Drama. TOTAL PERSONS 2+ (MILLIONS) CHILDREN 2-5 CHILDREN 6-11 TEENS 12-17 MEN 18-34 MEN 35-54 MEN 55-I WOMEN 18-34 WOMEN 35-54 WOMEN 55+ AUDIENCE COMPOSITION BY SELECTED PROGRAM TYPE - 83- REGULARLY SCHEDULED NETWORK PROGRAMS 6-11 PM (AVERAGE MINUTE AUDIENCES) 27.19 1.43 23.92 2299 2.85 72-1.53 1.41 2.51 1.39 1.79 2.65 3.44 3.03 2.25 2.45 2.83 2.77 2.73 2.56 4.07 3.65 3.71 4.26 3.50 3 43 4.78 4 09 3 44 25.55 96-1.99 1.94 3.51 2.84 2.87 4 01 3.52 3.91 11.40.25 -.42-.36-1.26_ 1.28 2.28 1.04 1.48 303 1670 36 = 62= ^-.61-1.67 GENERAL SUSPENSE SITUATION FEATURE ALL INFORMATIONAL 6-7PM DRAMA MYSTERY COMEDY FILMS REGULAR ONE -A-W K. (12) DRAMA (30) MULTI- (7) NETWORK (10) (5) PROGRAMS WK. (3) 7-11 PM ( I NUMBER OF PROGRAMS NOVEMBER 1961. (71) 1.89 3.37 1.66 2.21 4 31
$1kousetiold Black households view than Soo-Black Ye During the 1980 -'81 season, Nielsen Station Index produced Black /American reports for thirteen markets: New York, Los Angeles, Chicago, Philadelphia, Detroit, Washington, D.C., Cleveland, Houston, St. Louis, Atlanta, Baltimore, Memphis and New Orleans. An average of 1V usage across all markets showed that Black households viewed more television than Non -Black households. The largest differences occurred during the daytime, early and late fringe dayparts. HOUSEHOLDS USING TELEVISION% NON -BLACK HOUSEHOLDS 61 64 63 63 60 57 BLACK HOUSEHOLDS 50 44 45 43 39 30 30 32 31 23 19 16 DAYPART M-F M F M-F M-F M-F S-S M-F M-F S-S 9AM-NOON NOON-4 30PM 4.30-6PM 6-730PM 7:30-8PM 8-11PM 11-11 30PM 11 30PM-1AM i-1am Note. Dayparts are based on ETZ and should be read as one hour earlier in CTZ Source Nielsen Station Index Black/American reports 12
Black rrogramfeaturing perfort ers attract Black a dience5 Although prime time showed the least difference in TV usage, programs featuring Black performers achieved higher ratings in Black households than in Non -Black households across all markets. HOUSEHOLD RATINGS% Market Jeff erson Benson Black Non -Black Index Black Non -Black Index New York 35 17 206 23 12 192 Los Angeles 26 12 217 18 12 150 Chicago 26 16 163 26 16 163 Philadelphia 30 17 176 27 19 142 Detroit 32 17 188 20 15 133 Washington, D.C. 29 15 193 18 13 138 Cleveland 30 18 167 28 17 165 Houston 34 16 213 26 15 173 St. Louis 33 24 138 22 15 147 Atlanta 38 21 181 18 12 150 Baltimore 28 19 147 22 14 157 Memphis* 36 26 138 17 11 155 New Orleans 34 22 155 20 12 167 Average 32 18 178 22 14 157 i Source Nielsen Station Index Black/American reports. October /November, 1980. *Memphis Black/American report, November 1980- February 1981.
Pay Cable subscribers, in general, have tended to view more TV than either Non -Cable or Basic Cable households. During both Prime Time and Late Night, a sizeable portion of the viewing of Pay Cable households was to the Pay Cable offerings, usually first run, uncut movies. Viewing during Late Night (M -F 11:30PM -1AM) to other -on -air stations (independen-s, public and subscription TV) is also significant SOURCE OF HOUSEHOLD VIEWING - PRIME TIME (MON. -SUN. 8-11 PM) COMPOSITE H'HOLDS PAY CABLE H'HOLDS BASIC CABLE H'HOLDS NON -CABLE H'HOLDS TV USAGE' 61.2 64.3 63.3 70.0 73.2 70.6 65.7 65.6 60.5 59.1 62.2 62.0 1 PAY CABLE 5 2.3 0.9 CABLE ORIGIN. 0 g 0 8,-1.0 109 120 105 '1 9 2 32 2.4 2.2 2.6 OTHER -ON -AIR NTWK -AFFIL. 76 9.6 53.6 54.1 100 114 107 55.7 53 8 49 0 68 87 95 54.7 53.5 53.7 NTWK SHARE 88 NOVEMBER '79 84 '80 '81 79 '80 131 85 82 81 91 88 87 79 '80 81 '79 '80 '81 MAY BE LESS THAN SUM OF RECEPTION SOURCES BECAUSE OF SIMULTANEOUS VIEWING "% NTWK /% TV USAGE 14
1 among Pay Cable subscribers as well as Basic Cable and Non - Cable households. Generally, viewing to cable fare has increased over the last two years - no doubt due in part to more programming now being made available. SOURCE OF HOUSEHOLD VIEWING - LATE FRINGE (MON. -FRI. 11:30PM -1AM) COMPOSITE PAY CABLE BASIC CABLE NON -CABLE H'HOLDS H'HOLDS H'HOLDS H'HOLDS TV USAGE* 26.0 28.2 26.7 28.3 39.3 35.5 27.3 25.8 22.2 25.3 26.7 25.3 PAY CABLE 0.4 0.8 12 51 62 CABLE ORIGIN. F0 34_0 3. -0 41 111 1-1 1 6.3 0.8 0.7 0.7 7 r1 I 3 OTHER -ON-AIR 3 9J 57 NTWK -AFFIL. 21.9 22.3 199 86 7 4 45 249_ 21 2 18.5 51`-' 21 35'45-55 4 222 22.5 19.4 20 1 178 NTWK SHARE** 84 79 75 65 63 60 BO 75 80 88 84 79 NOVEMBER 79 '80 '81 79 '80 '81 '79 '80 '81 '79 '80 '81 MAY BE LESS THAN SUM OF RECEPTION SOURCES BECAUSE OF SIMULTANEOUS VIEWING % NTWK/% TV USAGE
syndicated Top op 15 5` pyoas Currently there are well over 300 different commercial programs which independent distributing organizations offer for sale to individual local stations, including network affiliates, as well as independent stations. Many of these programs were, at one time, on network schedules, and many have never been seen on TV as other than "syndicated" programs. As a result, individual stations can supplement network offerings, provide diverse regional programs and offer national programs attuned to the preferences of the local area. The top 15 syndicated programs among different segments of our population are listed here. The programs are ranked by their average ratings (within their areas of coverage) as reported by Nielsen Station Index's Cassandra computerized reporting service. NIELSEN /CASSANDRA RANKING OF SYNDICATED PROGRAMS WOMEN 18+ TEENS 12-17 Program Name ft Mkts. % Rating Program Name Family Feud PM 113 11.2 Happy Days Again 154 12.1 PM Magazine 93 10.0 Laverne & Shirley 97 10.8 M*A*S*H 184 9.7 MA`SH 184 9.8 Hee Haw 176 7.6 Good Times 61 9.4 NOVEMBER 1981 AVERAGE HOUSEHOLD RATING (COMPUTED) Tic Tac Dough Lawrence Welk Show 109 164 7.4 7.3 What's Happening? Charlie's Angels 34 23 9.3 8.4 ALL DATA PRESENTED SUBJECT TO QUALIFICATIONS. Dance Fever 119 6.3 Welcome Back. Kotter 49 7.9 PROGRAM AVERAGES SHOWN ARE WEIGHTED BY MARKET Entertainment Tonight 106 6.3 Little House on the Prairie 42 7.4 UNIVERSE. You Asked For It 94 6.3 Jeffersons 60 7.1 Joker's Wild 63 6.1 Solid Gold Original 177 7.1 Barney Miller 100 5.9 Brady Bunch 73 6.8 Little House on the Prairie 42 5.8 Dance Fever 119 6.5 Jeffersons 60 5.5 Wonder Woman 45 6.4 Solid Gold Original 177 5.3 Family Feud PM 113 6.2 Adventures of Pinocchio 9 5.2 Pink Panther 29 6.1 ft Mkts. % Rating TOTAL U.S. HOUSEHOLDS MEN 18+ CHILDREN 2-11 ft % ft % Program Name Mkts. Rating Program Name Mkts. Rating Program Name Mkts. Rating M*A*S*H 184 13.9 M*A*S*H 184 9.4 Muppet Show 136 14.0 Family Feud PM 113 13.2 PM Magazine 93 8.5 Scooby Doo 63 14.0 PM Magazine 93 12.7 Family Feud PM 113 8.0 Pink Panther 29 12.3 Hee Haw 176 9.7 Hee Haw 176 7.3 Happy Days Again 154 11.8 Happy Days Again 154 8.8 You Asked For It 94 5.7 Tom and Jerry 108 11.8 Barney Miller 100 8.7 Barney Miller 100 5.6 Laverne & Shirley 97 11.4 Tic Tac Dough 109 8.7 Tic Tac Dough 109 5.0 Brady Bunch 73 10.6 Laverne & Shirley 97 8.4 Entertainment Tonight 106 4.9 Daffy Duck /Porky Pig 12 9.9 You Asked For It 94 8.4 Lawrence Welk Show 164 4.9 Flintstones 53 9.5 Dance Fever 119 8.1 Dance Fever 119 4.8 Wonder Woman 45 9.5 Entertainment Tonight 106 8.1 Bart Starr 6 4.7 Bugs Bunny 80 9.3 Lawrence Welk Show 164 8.1 Vince Dooley 7 4.7 Adventures of Pinocchio 9 9.1 Muppet Show 136 7.8 In Search Of... 59 4.4 Mighty Mouse Show 11 9.0 Little House on the Prairie 42 7.7 Solid Gold Original 177 4.3 Little House on the Prairie 42 8.9 Jeffersons 60 7.5 Kung Fu 37 4.2 Woody Woodpecker & Friends 49 8.9 16
Top 1 5 pew rk p Yoams Many different programs rank in network television's Top 15 in the course of a year. Those shown here were the regular network programs that ranked at the top during Nielsen Television Index measurements, from October 26- November 23, 1981. The size of a program's audience is but one of the number of ways to assess its worth or success. For example, many programs below the top 15 are successful because they appeal to a specific target audience that advertisers wish to reach. TOP 15 REGULARLY SCHEDULED NETWORK PROGRAMS WOMEN 18+ TEENS 12-17 Program Name Average Audience % Program Name Average Audience % Dallas 24.5 Three's Company 20.5 NOVEMBER 1981 60 Minutes 21.3 Laverne & Shirley 20.1 NIELSEN AVERAGE AUDIENCE ESTIMATES One Day at a Time 18.4 Happy Days 19.3 2 OR MORE TELECASTS MASH 18.3 Too Close For Comfort 18.0 115 MINUTES OR LONGER) Alice 17.9 Greatest American Hero 16.7 Three's Company 17.7 ABC Sunday Night Movie 15.7 NBC Monday Night Movies 17.4 Facts of Life 14.8 Magnum. P.I. 17.3 Private Benjamin 14.6 Too Close For Comfort 17.3 Love Boat 13.6 ABC Sunday Night Movie 17.2 MASH 13.5 Love Boat 16.9 CHIPS 13.4 Little House on the Prairie 16.5 Mork & Mindy 12.9 Hart to Hart 16.5 NBC Friday Night Movie 12.4 Facts of Life 16.2 Magnum, P.I. 12.4 Jeffersons 16.2 Diff'rent Strokes 12.3 TOTAL U.S HOUSEHOLDS MEN 18+ CHILDREN 2-11 Program Name Average Audience % Program Name Avers,ge Audience % Program Name Average Audience % I I 60 Minutes 28.1 60 Minutes 23.2 Dukes of Hazzard 28.2 Dallas 27.7 NFL Monday Night Football 21.4 Greatest American Hero 24.7 Three's Company 24.0 CBS NFL Football Game 2 18.7 Walt Disney 24.4 M*A*S*H 23.4 CBS NFL Football Game 1 18.4 Smurfs II 23.0 Too Close For Comfort 22.7 ABC Sunday Night Movie 17.4 Incredible Hulk 22.9 One Day at a Time 22.4 Dallas 16.4 Mork & Mindy 22.1 ABC Sunday Night Movie 21.9 NFL Football Game 2 -NBC 16.2 Laverne & Shirley 21.7 NFL Monday Night Football 21.8 Fall Guy 15.4 Here's Boomer 20.1 Archie Bunker's Place 21.7 Archie Bunker's Place 15.0 Happy Days 19.6 Dukes of Hazzard 21.3 MA *S*H 14.6 CHIPs 18.6 Magnum. P.I. 21.2 Three's Company 14.6 Smurfs 18.1 Alice 21.0 One Day at a Time 14.3 Best of the West 17.4 Facts of Life 20.9 That's Incredible 14.2 Benson 17.4 Happy Days 20.9 NBC Sunday Night Movie 13.9 Mr. Merlin 16.7 Love Boat 20.9 Too Close For Comfort 13.8 Kid Super Power 16.1 NFL Football Game 1-NBC 13.8 17
Meda Research a service of A.C. Nielson Company NORTHBROOK Nielsen Plaza Northbrook, IL 60062 312/498-6300, NEW YORK ATLANTA CH DALLAS MENLO PARK LOS ANGELES 1290 Avenue of the Americas 62 Perimeter Center East, N.E 410 N. Michigan Avenue 333 W. Campbell Road 70 Willow Road Suite 1203.6290 Sunset Blvd. New York, NY 10104 Atlanta, GA 30346 Chicago. IL 60611 Suite 350 Menlo Park, CA 94025 Los Angeles, CA 90028 212/708-7500 404/393-1010 312/828-1170 Richardson. TX 75080 415/321-7700 213/466-4391 214/669-1700