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Defining Viewer Typologies: Identifying Television Channel Repertoires in Multi-Channel Television Environments
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19
The Surfers
Factor 4 loaded positively on CBS, ESPN2, NBC, ESPN, WGN, and ABC among other channels. It loaded
negatively on Nicelodeon, PBS, HGTV, TV Land, Starz, Sci-Fi Channel, A&E and others (See Table 7).
Table 7: Normalized Factor Scores -- For Factor 4
No. Statement
No. Z-SCORES
55 CBS
55 2.016
18 ESPN 2
18 1.961
56 NBC
56 1.832
17 ESPN
17 1.800
54 WGN
54 1.378
53 ABC
53 1.348
48 USA Network
48 1.247
28 Headline News
28 1.191
9 CNN
9 1.185
25 Home Box Office
25 1.092
52 Fox
52 1.085
43 TNT
43 1.056
13 Discovery Channel
13 1.030
51 WB
51 1.001
44 Cartoon Network
44 -1.007
38 TBN
38 -1.037
21 Food Network
21 -1.090
49 VH-1
49 -1.117
20 EWTN
20 -1.138
1 Arts & Entertainment 1 -1.200 35 Sci-Fi Channel
35 -1.408
37 Starz
37 -1.408
45 TV Land
45 -1.437
26 HGTV
26 -1.537
50 PBS
50 -1.567
33 Nickelodeon
33 -1.832
Factor 4 loaded significantly, positively and negatively, on more channels than any other factor. In contrast to the
Minimalist, this group watches a greater variety of channels. This group also knows what they do not like. They do not
have children at home and this is evidenced by the negative loadings on the Cartoon Network, PBS and Nickelodeon.
Factor 4 likes the variety of cable television and probably changes channels quite frequently looking for the “best”
thing on at the time.
This group only has three members, but they are an interesting mix. This group contains two women over 50 and
one male who is 25. For all practical purposes, there is no common link within this factor outside of their channel
repertoires. They watch television between 15 and 45 hours a week. One works, one is retired and the other is a
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| | Authors: Reber, Bryan. and Harriss, Chandler. |
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19
The Surfers
Factor 4 loaded positively on CBS, ESPN2, NBC, ESPN, WGN, and ABC among other channels. It loaded
negatively on Nicelodeon, PBS, HGTV, TV Land, Starz, Sci-Fi Channel, A&E and others (See Table 7).
Table 7: Normalized Factor Scores -- For Factor 4
No. Statement
No. Z-SCORES
55 CBS
55 2.016
18 ESPN 2
18 1.961
56 NBC
56 1.832
17 ESPN
17 1.800
54 WGN
54 1.378
53 ABC
53 1.348
48 USA Network
48 1.247
28 Headline News
28 1.191
9 CNN
9 1.185
25 Home Box Office
25 1.092
52 Fox
52 1.085
43 TNT
43 1.056
13 Discovery Channel
13 1.030
51 WB
51 1.001
44 Cartoon Network
44 -1.007
38 TBN
38 -1.037
21 Food Network
21 -1.090
49 VH-1
49 -1.117
20 EWTN
20 -1.138
1 Arts & Entertainment 1 -1.200
35 Sci-Fi Channel
35 -1.408
37 Starz
37 -1.408
45 TV Land
45 -1.437
26 HGTV
26 -1.537
50 PBS
50 -1.567
33 Nickelodeon
33 -1.832
Factor 4 loaded significantly, positively and negatively, on more channels than any other factor. In contrast to the
Minimalist, this group watches a greater variety of channels. This group also knows what they do not like. They do not
have children at home and this is evidenced by the negative loadings on the Cartoon Network, PBS and Nickelodeon.
Factor 4 likes the variety of cable television and probably changes channels quite frequently looking for the “best”
thing on at the time.
This group only has three members, but they are an interesting mix. This group contains two women over 50 and
one male who is 25. For all practical purposes, there is no common link within this factor outside of their channel
repertoires. They watch television between 15 and 45 hours a week. One works, one is retired and the other is a
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