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Children's Television Viewing Behavior

Seymour Banks
Journal of Marketing
Vol. 44, No. 2 (Spring, 1980), pp. 48-55
DOI: 10.2307/1249976
Stable URL: http://www.jstor.org/stable/1249976
Page Count: 8
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Children's Television Viewing Behavior
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Abstract

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.

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