Viewers tune into morning news more often than evening: US study

MUMBAI: Of late, morning time is gradually emerging as a prime time for the newschannel on the home ground, in addition to the evening of course.

A new study from Ball State University states that the morning television news programs are growing more popular, possibly signaling an end to the early evening newscasts' dominance.

Mass entertainment channels continue to dominate the evenings in the US and the evening newscast still remains as the better watched segment. But if the reports from the US television are any indication, then even that could be a thing of the past soon.

Observing the media consumption habits of 101 people, the researchers discovered that people watched more news from 6 to 10 am than any other part of the day.

Even in the Indian metro markets, morning time is the favourite as India is by and large a single TV home and the Indian male has found the morning viewing more convenient.

As for the study, the co-author of the Middletown Media Studies Robert Papper offers, "These findings suggest a major shift from just a few decades ago, when the evening news programs drew the majority of viewers. Because of the introduction of new technologies and cable television, consumers are taking control. They are telling us that we'll consume the news when we want and the shows or networks we want to watch'."

"If they want to watch the weather, they can tune into the Weather Channel at any time of the day. Why should they wait for the local news if a cable channel has it when they want to watch?" he added.

The study was presented on 20 April at the Radio Television News Directors Association and National Association of Broadcasters conference in Las Vegas by communication studies professor Papper, Michael Holmes and journalism professor Mark Popovich.

The researchers compared traditional phone surveys and diaries used to measure media usage with direct observations - or shadowing - of 101 people for a day to record media consumption, say media reports.

The studies also examined a wide range of media, including television, radio, telephone, Internet, books, newspapers and magazines to review consumer use of media.

Interestingly the study found that the early morning and early evening newscasts had an equal number of viewers, but early morning viewers spent more time watching news programming.

The study indicated that midday was popular with 29 participants who logged 1,443 minutes. Late evening news programming from 7 PM to midnight registered highly with 45 respondents who consumed 2,455 minutes.

"I think early morning news is more popular because people have more time to watch it. They get up, flip on the television and get ready for work. Because Americans are working and commuting more than ever, they are getting home later. They may not be home for the early news because of work or family obligations," said Papper said.

In the study, Papper even suggested that in the wake of the findings, local television news producers and media companies are likely to address the shift in consumer consumption of news programming. "Instead of having a 5 to 6 PM newscast, you might see a 7 PM news program. Producers will have to create news shows when viewers want to watch them or risk losing those viewers," he suggested.

Amongst the other findings, it was observed that the average television viewer was observed watching 94 minutes of news daily, nearly triple the amount recorded by phone surveys and diaries.

Researchers discovered that people aged 35 and older are watching television three times as much as people aged18 to 34 and consuming nearly four times as much television news programming daily as their younger counterparts.

Latest Reads
Green Gold’s Golden Mumbai launch

MUMBAI: Green Gold Animation is all set to hit the green running with its new offshoot Golden Robot. The Rajiv Chilaka-run animation outfit has been wowing everyone with its deals for animation series with both Netflix and Amazon Prime.  But the occasion this time was the celebration of the launch...

Television Production House Film Production
Gujarat elections boost news channel ratings as Republic continues to lead English News

BENGALURU: Rahul Gandhi’s shenanigans and Narendra Modi’s sudden and unexpected belligerence at rallies leading up to the Gujarat state assembly elections have resulted in bolstering sagging news viewership, especially for the English news genre. According to Broadcast Audience Research Council of...

Television TV Channels News Broadcasting
Sunny Leone in Discovery JEET’s show Man Vs Wild

Sunny Leone will be displaying her adventurous side as host of the mega-popular survival series Man Vs. Wild. The iconic series will telecast in Hindi on the soon-to-be-launched GEC Discovery JEET. The new GEC will premiere in the second week of February 2018 and the series will feature the...

Television TV Channels GECs
Times Now appoints Sujeet Mishra as marketing head

Times Network, part of India’s media conglomerate, The Times Group today announced the appointment of Sujeet Mishra as head of marketing, Times Now.

Television TV Channels People
Experience space with BBC's new VR experience

The BBC is giving you a chance fly. Home - A VR Spacewalk is an interactive virtual reality (VR) experience launched today for the HTC Vive and the Oculus Rift, and is available to download for free via the Steam Store and the Oculus Store.

Television TV Channels Factual & Documentary
Sony BBC Earth presents the Best of 2017

Sony BBC Earth revisits some of its most popular episodes of the best shows in a special programming line-up titled Best of 2017 starting 18 December 2017, every night at 7 pm and 11 pm.

Television TV Channels Factual & Documentary
Increased revenue from traditional media boosts Shemaroo numbers

Integrated media content house Shemaroo Entertainment Limited (Shemaroo) reported 18.3 percent higher year-on-year (y-o-y) consolidated total revenue for the quarter ended 30 September 2017 (Q2 FY 2017-18, the quarter under review) stood at Rs 1,345.7 million as compared with Rs 1,138.6 million in...

Television Production House Film Production
21st CF spins-off into new live news & sports co Fox

MUMBAI: After the blockbuster acquisition of 21st Century Fox by The Walt Disney Company, the former has announced that it will spinoff into a new brand Fox’ that will seek to replicate its own success in the newly focussed verticals of live news and sports brands. Using fiscal 2017 as a base, the...

Television TV Channels News Broadcasting
With Star India, Disney emerges as India's largest M&E firm

MUMBAI: Unlike the US, where the merger of The Walt Disney Co and 21st Century Fox’s entertainment assets is between two near equals, the scenario in India is totally different. 21st Century Fox’s India venture Star India is a $1.7 billion dollar media and entertainment behemoth while Disney India...

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories