A study from TVB and The MEDIACENTER

1
A study from TVB and The MEDIACENTER
2
Television Reaches More Adults each Day than Any
Other Medium()
Television Newspapers Radio Magazines
Internet
3
Adults Reached Yesterday By Major Media ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 91 52 85 41 42
• 18-49 91 57 82 41 43
• 25-49 91 57 82 41 44
• 25-54 91 59 80 43 43
• 35-64 92 65 78 43 39
• 65 97 78 57 41 12

4
Adults Reached Yesterday By Major Media ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 90 75 88 48 66

5
Adults Reached Yesterday By Major Media ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 95 62 75 42 26
• Some College 93 61 81 45 43
• Coll. Grad or More 89 70 82 50 59

6
Adults Reached Yesterday By Major Media ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 88 63 85 48 54
• Clerical/Sales 94 57 85 35 46
• Trade/Service/Other 95 60 80 42 25

7
Television Reaches More Men Each Day Than Any
Other Medium ()
Television Newspapers Radio Magazines
Internet
8
Men Reached Yesterday By Major Media ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 88 57 89 43 48
• 18-49 91 59 85 40 49
• 25-49 92 58 86 40 48
• 25-54 93 59 83 41 47
• 35-64 96 63 79 39 44
• 65 98 86 59 34 13

9
Men Reached Yesterday By Major Media ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 91 73 88 44 66

10
Men Reached Yesterday By Major Media ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 96 64 76 40 29
• Some College 96 64 87 44 47
• Coll. Grad or More 90 69 85 48 67

11
Men Reached Yesterday By Major Media ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 89 65 87 50 64
• Clerical/Sales 99 76 90 40 57
• Trade/Service/ Other 94 56 78 37 25

12
Television Reaches More Women Each Day Than Any
Other Medium()
Television Newspapers Radio Magazines
Internet
13
Women Reached Yesterday By Major Media ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 94 47 81 40 37
• 18-49 91 55 80 42 38
• 25-49 90 56 78 43 40
• 25-54 89 58 78 45 39
• 35-64 89 66 77 47 35
• 65 95 72 55 47 11

14
Women Reached Yesterday By Major Media ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 87 77 88 53 67

15
Women Reached Yesterday By Major Media ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 95 60 74 43 24
• Some College 91 59 76 46 39
• Coll. Grad or More 89 71 79 52 50

16
Women Reached Yesterday By Major Media ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 87 60 83 46 44
• Clerical/Sales 92 48 82 32 40
• Trade/Service/Other 98 68 83 50 25

17
Adults Spend More Time With Television Each Day
Than They Do With Any Other Medium(Minutes)
Television Newspapers Radio Magazines
Internet
18
Adults Time Spent Yesterday in Minutes With
Major Media
Age Television Newspapers Radio
Magazines Internet

• 18-34 226 21 137 21 59
• 18-49 223 24 142 20 57
• 25-49 223 24 142 21 60
• 25-54 233 24 135 20 56
• 35-64 248 29 134 17 48
• 65 329 47 96 23 15

19
Adults Time Spent Yesterday in Minutes With
Major Media
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 200 29 104 18 71

20
Adults Time Spent Yesterday in Minutes With
Major Media
Education Television Newspapers Radio
Magazines Internet

• High School Grad 282 32 144 18 40
• Some College 243 26 144 20 50
• Coll. Grad or More 175 30 111 23 66

21
Adults Time Spent Yesterday in Minutes With
Major Media
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 217 23 124 23 68
• Clerical/Sales 231 22 151 14 45
• Trade/Service/Other 229 28 153 14 45

22
Men Spend More Time With Television Each Day Than
They Do With Any Other Medium(Minutes)
Television Newspapers Radio Magazines
Internet
23
Men Time Spent Yesterday in Minutes With Major
Media
Age Television Newspapers Radio
Magazines Internet

• 18-34 228 24 150 19 79
• 18-49 223 27 157 19 66
• 25-49 221 26 162 19 63
• 25-54 229 25 149 19 59
• 35-64 246 31 139 17 48
• 65 336 51 92 17 13

24
Men Time Spent Yesterday in minutes with Major
Media
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 209 33 125 20 69

25
Men Time Spent Yesterday in minutes with Major
Media
Education Television Newspapers Radio
Magazines Internet

• High School Grad 270 39 157 18 47
• Some College 255 25 148 16 62
• Coll. Grad or More 175 32 122 25 88

26
Men Time Spent Yesterday in minutes with Major
Media
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 209 25 143 23 86
• Clerical/Sales 268 32 128 18 50
• Trade/Service/Other 238 32 143 13 36

27
Women Spend More Time With Television Each Day
Than They Do With Any Other Medium(Minutes)
Television Newspapers Radio Magazines
Internet
28
Women Time Spent Yesterday in Minutes With Major
Media
Age Television Newspapers Radio
Magazines Internet

• 18-34 224 18 123 22 39
• 18-49 223 22 128 21 49
• 25-49 224 22 124 22 56
• 25-54 237 23 122 22 53
• 35-64 249 27 130 18 47
• 65 324 45 98 29 17

29
Women Time Spent Yesterday in Minutes With Major
Media
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 188 24 77 17 73

30
Women Time Spent Yesterday in Minutes With Major
Media
Education Television Newspapers Radio
Magazines Internet

• High School Grad 291 28 135 19 35
• Some College 233 26 141 23 40
• Coll. Grad or More 175 28 99 21 42

31
Women Time Spent Yesterday in Minutes With Major
Media
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 225 22 105 23 51
• Clerical/Sales 212 17 163 12 43
• Trade/Service/Other 212 22 172 14 60

32
Television Advertising Has The Best Perception
Among Adults
Most Exciting
Most Authoritative
Newspapers 5
Newspapers 24
Radio 6
Television 49
Television 74
Radio 11
Magazines 6
Magazines 10
Internet 9
Internet 6
33
Adults Image of Advertising in Major MediaMost
Authoritative ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 43 26 15 9 7
• 18-49 47 24 13 10 6
• 25-49 47 24 12 11 6
• 25-54 48 23 11 12 6
• 35-64 51 21 9 13 6
• 65 51 31 8 7 3

34
Adults Image of Advertising in Major MediaMost
Exciting ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 70 2 10 4 14
• 18-49 71 5 7 5 12
• 25-49 72 6 6 5 11
• 25-54 74 5 5 5 11
• 35-64 75 6 3 7 9
• 65 74 12 5 6 3

35
Adults Image of Advertising in Major Media Most
Authoritative ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 41 31 10 15 3

36
Adults Image of Advertising in Major Media Most
Exciting ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 79 3 4 6 8

37
Adults Image of Advertising in Major Media Most
Authoritative ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 55 22 8 8 7
• Some College 48 22 10 11 9
• Coll. Grad or More 37 33 10 16 4

38
Adults Image of Advertising in Major Media Most
Exciting ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 74 5 5 6 10
• Some College 73 3 9 5 10
• Coll. Grad or More 77 4 4 6 9

39
Adults Image of Advertising in Major Media Most
Authoritative ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 42 23 14 14 7
• Clerical/Sales 56 23 9 7 5
• Trade/Service/Other 52 18 12 11 7

40
Adults Image of Advertising in Major Media Most
Exciting ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 74 4 5 5 12
• Clerical/Sales 73 2 9 6 10
• Trade/Service/Other 76 5 6 4 9

41
Television Advertising Has The Best Perception
Among Adults
Most Persuasive
Most Influential
Newspapers 13
Newspapers 7
Radio 8
Radio 4
Television 78
Television 66
Magazines 8
Magazines 3
Internet 8
Internet 5
42
Adults Image of Advertising in Major Media Most
Influential ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 80 4 4 3 9
• 18-49 76 7 5 4 8
• 25-49 76 7 6 4 7
• 25-54 77 7 5 4 7
• 35-64 76 8 5 3 8
• 65 80 10 2 3 5

43
Adults Image of Advertising in Major Media Most
Persuasive ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 68 6 10 8 8
• 18-49 66 10 10 7 7
• 25-49 65 11 11 8 5
• 25-54 66 12 10 7 5
• 35-64 66 14 9 7 4
• 65 61 24 4 9 2

44
Adults Image of Advertising in Major Media Most
Influential ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 85 4 1 3 7

45
Adults Image of Advertising in Major Media Most
Persuasive()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 57 16 7 15 5

46
Adults Image of Advertising in Major Media Most
Influential ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 76 7 5 3 9
• Some College 79 6 6 3 6
• Coll. Grad or More 84 6 3 3 4

47
Adults Image of Advertising in Major Media Most
Persuasive ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 67 12 10 5 6
• Some College 66 12 7 9 6
• Coll. Grad or More 59 15 9 14 3

48
Adults Image of Advertising in Major Media Most
Influential ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 82 4 4 4 6
• Clerical/Sales 73 6 8 4 9
• Trade/Service/Other 76 11 4 3 6

49
Adults Image of Advertising in Major Media Most
Persuasive ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 63 13 9 10 5
• Clerical/Sales 62 15 9 8 6
• Trade/Service/Other 69 12 11 4 4

50
Television Advertising Has the Best Perception
Among Men
Most Exciting
Most Authoritative
Newspapers 4
Newspapers 24
Radio 5
Television 47
Television 76
Radio 11
Magazines 6
Internet 9
Magazines 12
Internet 6
51
Men Image of Advertising in Major Media Most
Authoritative ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 43 23 18 10 6
• 18-49 43 24 14 13 6
• 25-49 43 27 12 13 5
• 25-54 43 24 11 15 7
• 35-64 46 23 8 16 7
• 65 51 31 10 5 3

52
Men Image of Advertising in Major Media Most
Exciting ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 72 2 6 6 14
• 18-49 73 4 6 6 11
• 25-49 74 5 6 5 10
• 25-54 75 4 6 5 10
• 35-64 77 5 5 5 8
• 65 71 10 7 8 4

53
Men Image of Advertising in Major Media Most
Authoritative ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 36 36 10 14 4

54
Men Image of Advertising in Major Media Most
Exciting ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 72 3 7 7 11

55
Men Image of Advertising in Major Media Most
Authoritative ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 54 22 7 9 8
• Some College 47 22 7 14 10
• Coll. Grad or More 31 36 10 18 5

56
Men Image of Advertising in Major Media Most
Exciting ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 74 2 4 8 12
• Some College 78 2 8 3 9
• Coll. Grad or More 77 6 3 5 9

57
Men Image of Advertising in Major Media Most
Authoritative ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 35 27 15 15 8
• Clerical/Sales 60 26 5 5 4
• Trade/Service/Other 50 17 15 13 5

58
Men Image of Advertising in Major Media Most
Exciting ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 75 4 7 4 10
• Clerical/Sales 75 0 7 7 11
• Trade/Service/Other 77 4 7 5 7

59
Television Advertising Has the Best Perception
Among Men
Most Persuasive
Most Influential
Newspapers 15
Newspapers 7
Radio 9
Radio 3
Television 80
Television 64
Magazines 3
Magazines 7
Internet 7
Internet 5
60
Men Image of Advertising in Major Media Most
Influential ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 81 5 5 1 8
• 18-49 77 8 5 3 7
• 25-49 77 9 5 4 5
• 25-54 78 8 5 3 6
• 35-64 79 7 3 4 7
• 65 73 12 1 4 10

61
Men Image of Advertising in Major Media Most
Persuasive ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 67 10 12 6 5
• 18-49 64 12 11 8 5
• 25-49 62 13 12 8 5
• 25-54 63 13 11 8 5
• 35-64 63 16 8 8 5
• 65 51 29 7 9 4

62
Men Image of Advertising in Major Media Most
Influential ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 83 5 2 3 7

63
Men Image of Advertising in Major Media Most
Persuasive ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 49 23 6 13 9

64
Men Image of Advertising in Major Media Most
Influential ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 75 6 5 4 10
• Some College 83 4 5 2 6
• Coll. Grad or More 84 6 3 3 4

65
Men Image of Advertising in Major Media Most
Persuasive ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 58 17 13 6 6
• Some College 70 11 7 6 6
• Coll. Grad or More 57 16 7 14 6

66
Men Image of Advertising in Major Media Most
Influential ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 84 3 4 3 6
• Clerical/Sales 81 3 8 0 8
• Trade/Service/Other 73 12 4 4 7

67
Men Image of Advertising in Major Media Most
Persuasive ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 62 12 11 10 5
• Clerical/Sales 54 31 3 4 8
• Trade/Service/Other 69 13 12 3 3

68
Television Advertising Has the Best Perception
Among Women
Most Exciting
Most Authoritative
Newspapers 6
Newspapers 24
Radio 6
Television 51
Television 72
Radio 10
Magazines 6
Internet 10
Magazines 9
Internet 6
69
Women Image of Advertising in Major Media Most
Authoritative ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 44 29 12 7 8
• 18-49 49 24 12 8 7
• 25-49 50 22 12 9 7
• 25-54 52 22 11 9 6
• 35-64 55 19 10 11 5
• 65 50 31 7 9 3

70
Women Image of Advertising in Major Media Most
Exciting ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 68 3 13 2 14
• 18-49 70 5 7 5 13
• 25-49 70 7 6 5 12
• 25-54 72 7 5 5 11
• 35-64 74 6 2 8 10
• 65 77 13 3 5 2

71
Women Image of Advertising in Major Media Most
Authoritative ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 49 23 10 16 2

72
Women Image of Advertising in Major Media Most
Exciting ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 88 3 0 6 3

73
Women Image of Advertising in Major Media Most
Authoritative ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 56 22 8 8 6
• Some College 49 22 13 8 8
• Coll. Grad or More 44 31 9 14 2

74
Women Image of Advertising in Major Media Most
Exciting ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 73 7 6 5 9
• Some College 69 5 9 7 10
• Coll. Grad or More 77 2 5 8 8

75
Women Image of Advertising in Major Media Most
Authoritative ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 49 19 14 12 6
• Clerical/Sales 55 22 10 7 6
• Trade/Service/Other 54 19 8 9 10

76
Women Image of Advertising in Major Media Most
Exciting ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 74 4 3 6 13
• Clerical/Sales 72 4 9 5 10
• Trade/Service/Other 73 7 6 1 13

77
Television Advertising Has the Best Perception
Among Women
Most Persuasive
Most Influential
Newspapers 11
Newspapers 7
Radio 7
Television 77
Television 68
Radio 5
Magazines 8
Magazines 3
Internet 8
Internet 6
78
Women Image of Advertising in Major Media Most
Influential ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 78 3 4 5 10
• 18-49 76 6 6 3 9
• 25-49 75 6 7 4 8
• 25-54 76 6 6 3 9
• 35-64 73 9 7 3 8
• 65 85 9 2 3 1

79
Women Image of Advertising in Major Media Most
Persuasive ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 70 3 7 9 11
• 18-49 69 8 8 7 8
• 25-49 67 10 10 7 6
• 25-54 68 10 10 7 5
• 35-64 67 13 9 7 4
• 65 69 19 2 9 1

80
Women Image of Advertising in Major Media Most
Influential ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 88 4 0 1 7

81
Women Image of Advertising in Major Media Most
Persuasive ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 67 8 7 18 0

82
Women Image of Advertising in Major Media Most
Influential ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 76 8 6 2 8
• Some College 74 7 7 5 7
• Coll. Grad or More 83 6 4 4 3

83
Women Image of Advertising in Major Media Most
Persuasive ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 73 9 7 5 6
• Some College 62 13 7 12 6
• Coll. Grad or More 61 15 11 13 0

84
Women Image of Advertising in Major Media Most
Influential ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 80 6 4 4 6
• Clerical/Sales 69 8 9 6 8
• Trade/Service/Other 81 8 5 1 5

85
Women Image of Advertising in Major Media Most
Persuasive ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 66 13 7 9 5
• Clerical/Sales 66 8 11 10 5
• Trade/Service/Other 69 9 9 6 7

86
More Adults Learn About Products From Television
Than any Other Medium
Newspapers 15
Radio 6
Television 52
Magazines 17
Internet 10
87
Adults Where Most Likely to Learn About Products
or Brands They Might Try or Buy ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 58 7 7 16 12
• 18-49 53 10 7 17 13
• 25-49 49 12 8 18 13
• 25-54 50 12 7 19 12
• 35-64 49 14 6 19 12
• 65 47 35 4 13 1

88
Adults Where Most Likely to Learn About Products
or Brands They Might Try or Buy ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 35 14 6 26 19

89
Adults Where Most Likely to Learn About Products
or Brands They Might Try or Buy ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 56 16 4 15 9
• Some College 52 12 8 17 11
• Coll. Grad or More 41 17 6 24 12

90
Adults Where Most Likely to Learn About Products
or Brands They Might Try or Buy ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 44 12 7 22 15
• Clerical/Sales 57 13 7 13 10
• Trade/Service/Other 58 8 7 17 10

91
More Men Learn About Products From Television
Than any Other Medium
Newspapers 17
Radio 7
Television 46
Magazines 17
Internet 13
92
Men Where Most Likely to Learn About Products or
Brands They Might Try or Buy ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 50 9 7 16 18
• 18-49 46 12 8 17 17
• 25-49 44 15 8 18 15
• 25-54 43 14 8 20 15
• 35-64 45 17 7 18 13
• 65 45 34 5 14 2

93
Men Where Most Likely to Learn About Products or
Brands They Might Try or Buy ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 25 18 7 28 22

94
Men Where Most Likely to Learn About Products or
Brands They Might Try or Buy ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 45 19 5 15 16
• Some College 53 11 7 15 14
• Coll. Grad or More 38 18 7 22 15

95
Men Where Most Likely to Learn About Products or
Brands They Might Try or Buy ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 37 13 7 23 20
• Clerical/Sales 48 15 10 13 14
• Trade/Service/Other 53 10 8 17 12

96
More Women Learn About Products From Television
Than any Other Medium
Newspapers 15
Television 57
Radio 5
Magazines 16
Internet 7
97
Women Where Most Likely to Learn About Products
or Brands They Might Try or Buy ()
Age Television Newspapers Radio
Magazines Internet

• 18-34 66 6 7 15 6
• 18-49 58 8 6 17 11
• 25-49 54 10 7 19 10
• 25-54 55 11 7 18 9
• 35-64 54 13 4 19 10
• 65 49 36 3 12 0

98
Women Where Most Likely to Learn About Products
or Brands They Might Try or Buy ()
HH Income Television Newspapers Radio
Magazines Internet

• 20K-
• 40K-
• 50K-
• 75K 47 10 4 23 16

99
Women Where Most Likely to Learn About Products
or Brands They Might Try or Buy ()
Education Television Newspapers Radio
Magazines Internet

• High School Grad 64 14 3 15 4
• Some College 52 12 8 19 9
• Coll. Grad or More 43 16 5 27 9

100
Women Where Most Likely to Learn About Products
or Brands They Might Try or Buy ()
Occupation Television Newspapers Radio
Magazines Internet

• Prof/Tech/Mgr/Prop 51 10 7 22 10
• Clerical/Sales 61 13 5 13 8
• Trade/Service/Other 67 6 4 17 6

101
Source Bruskin/Audits Surveys Worldwide, Jan.
2000For complete methodology information
visit www.tvb.org