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Children's Television Viewing Behavior
Journal of Marketing
Vol. 44, No. 2 (Spring, 1980), pp. 48-55
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1249976
Page Count: 8
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Children watch television much of the telecasting period rather than just Saturday morning. Their peak viewing time is the same as for the general population. Children are not passive acceptors of telecasts; they demonstrate substantial seasonal variations in viewing volume and respond both positively and negatively to changes in program structure.
Journal of Marketing © 1980 American Marketing Association