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A summary of previous studies re the amount & time of children's viewing of TV & listening to radio. Little consensus of opinion was found in these various studies & a new study was undertaken to determine the amount of time spent viewing & listening by children aged 18 or under, the relation of age, sex, SES, & period of set ownership, what hours children view TV & how this affects their normal bedtime, & how the amount of viewing is with amount of listening for children in TV-radio homes. The sample pop consisted of all households within Lansing, Mich (N=100,000). Results pointed out the powerful appeal of television as a medium. However, other appeals, interests, & obligations of the children were strong enough so that there were never more than 15% of the children in any age group viewing TV at a given time. Ages 4-12 form an audience exclusively for TV. After age 12 a portion of the time is devoted to radio listening. But it is only after children become adults that they form an overlapping audience, in which heavy viewers listen more & light viewers listen less. I. Taviss.

Broadcasters might do more to reach untapped audiences if they would make use of qualitative analysis such as that given here. Dr. Dunn, now assistant professor of advertising at Wisconsin, collected the data for his Ph.D. thesis at Illinois as part of a larger project of the Institute of Communications Research. *

News is conspicuously absent from the top 25 programs rated by youngsters in a cross section of radio families keeping diary records for the University of Illinois. Mr. Hileman, who cooperated in the general study, is now assistant professor of advertising at the State College of Washington.