| As access to television programming continues to become readily available through broadcast, cable, microwave, direct broadcast satellite, and telephone systems, the task of measuring and tracking specific program viewership has become more difficult. The magnitude of the problem is made evident by a study done by the Network Television Association and Nielsen in 1992 which found 28 million viewers at out-of-home locations, of which 19 million are watching ABC, CBS, and NBC.;A total of 88 subjects participated in the study. Forty-nine of the subjects were from a private college, and 39 were from a state university. The subject sample consisted of subjects from four Introduction to Speech classes, of which 48 were females and 40 were males. Ninety percent of the subjects were between the ages of 17 and 20. To account for student preferences in scheduling, two morning and two afternoon Introduction to Speech classes were surveyed. The instrument employed in this study was a three page questionnaire constructed by the researcher.;This study found a significant relationship between the media source used to obtain sports information and certain age groups. Students ages 17 to 20 used current television to obtain their sports information, while students 21 and older used television newscasts. This study also found a higher percentage of subjects in the 17 to 18 age group to use FM radio, magazines, and newspapers to obtain their sports information, than the older age groups. A trend appears, with 33% of the younger (17-18 year olds) using FM radio, magazines, and newspapers after which a sharp decline in usage occurs, with students 21 and older not using FM radio, magazines, or newspapers at all for their sports information.;When gathering weather information, differences were found between the age groups and the time period during which weather information was gathered. The 17 to 18 age group collected their weather information during the 6 am to 1 pm time period as did the 19 to 20 age group. However, the 21 to 22 age group, and students 23 years of age and older, used the 7 pm to 1 am time period to collect their weather information.;From a marketing perspective, the out-of-home audience represents a demographic audience which ultimately could be a source of revenue if accurately identified. This study investigates college undergraduates as an out-of-home audience, and the media sources they use to obtain their sports and weather information.;Findings in this study suggest there is a significant relationship between age and the media source used to obtain sports information, and age and the time period during which weather information is gathered. Academic schedules, academic obligations, lifestyle, extracurricular activities, and a job, could be possible explanations for the differences found between age groups. Further research is needed to clarify these findings and study variables which were not considered in this study. |
