The Loyalty of Television Viewing: How Consistent Is TV Viewing Behavior?

Hans Bernd Brosius, Mallory Wober, Gabriel Weimann

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)321-335
Number of pages15
JournalJournal of Broadcasting and Electronic Media
Issue number3
StatePublished - 1 Jun 1992
Externally publishedYes

ASJC Scopus subject areas

  • Communication


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