Maybe that should be, "We Watch More TV Than We Pretend".
A newly released (March 26, 2009) study says that average adults 18+ watch about 5 hours of plain old TV every day. Not counting computer time, not counting DVR time (!) or DVD or video tape. That's 5+ hours per day.
Holy cow. Can this be true?
The press release version of the report looks like quality work. The scale of the survey makes it unassailable on quantity of data, that's for sure. The study ran for a year and used direct monitoring of survey subjects to gather their media-use activity 24/7. The total size of the data pool: around 750,000 minutes at the "human-media interface". (My term, not theirs, but they can have it if they want.)
The study was conducted by Ball State U. "Center for Media Design" and marketing research partner Sequent Partners on behalf of a market research mega-consortium called the "Council for Research Excellence".
So, that's 5+ hours of regular commercial TV plus DVR time plus computer time plus multi-media phone/iphone/ipod time. That wears me out.
What's on the tube?
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