The study shows that:
* Almost half (41 per cent) of primetime viewers turn on the TV
to watch a specific show "most of the time"
* 45 per cent of primetime TV viewers are watching TV by themselves,
versus 31 per cent a decade ago
* 47 per cent of viewers switch channels during some part of a
programme most commonly because a program ends or to skip a commercial
as compared to 33 per cent in 1994.
* The proportion of viewers doing other things -- such as talking,
snacking or reading -- while watching primetime TV has increased
slightly since 1994, from 67 per cent to 75 per cent
* 47 per cent of the respondents believe that primetime advertising
is better than other daypart advertising at making them aware of