More and more TV viewers are turning to other leisure activities

Are TV makers facing a gentle boycott? While the TV programme is on, more and more viewers are not switching off the set, but they are inwardly switching to other leisure activities. In 1991, 44 percent of viewers still concentrated fully on the TV programme. This year, the proportion of viewers sticking to the habit of „pure television“ has fallen further to 38 per cent. The vast majority of TV consumers are now occupied with other things while watching television (1991: 56 % - 1992: 62 %). This is the result of a recent representative survey of 2,000 people aged 14 and over in western Germany conducted by the BAT Freizeit-Forschungsinstitut.

Families in particular are getting tired of television: rate of falling asleep is increasing

The days when the whole family sat in front of the screen are a thing of the past. Families with children under the age of 14 in particular are rehearsing a gentle TV boycott and turning to other activities (1991: 63 % - 1992: 68 %). One-person households, on the other hand, have so far demonstrated greater TV loyalty. Compared to all other households, they have the lowest „internal switch-off values“, even if the number of people switching off has increased noticeably compared to the previous year (1991: 49 % - 1992: 58 %).

„Nevertheless, most TV sets remain switched on out of habit and convenience,“ says Prof Dr Horst W. Opaschowski, Director of the BAT Institute. „This is also due to the fear of missing out on something.“ On the other hand, the evening after work is no longer dominated by the television programme. On the contrary: the importance of television as a leisure activity is decreasing, while at the same time the proportion of people falling asleep is increasing. Every eighth TV viewer in family households has „temporarily fallen asleep“ in front of the television (1991: 7 % - 1992: 12 %). There are striking differences in the television viewing habits of respondents depending on their level of education. Only a small majority (1991: 54 % - 1992: 57 %) of people with a lower secondary or primary school education are enthusiastic about side activities. The TV habits of respondents with a high school diploma are quite different: 80 per cent (1991: 68 %) use television as an accompanying medium. While the television is on, they read intensively (20 %) or chat with others (36 %).

Commercials and game shows in particular flicker past viewers

81 per cent of viewers turn away from the screen during commercials (1991: 77 %). Game shows also have high internal switch-off rates (1991: 67 % - 1992: 78 %). Professor Opaschowski: „Viewers realistically assess game shows for what they really are: mere time-wasters“. Viewers can tune in and out at any time, the programmes are interchangeable.

There was also a clear drop in attention to feature films: of all viewers who watched a feature film, around two thirds (1991: 58 % - 1992: 68 %) were occupied with other things - from telephoning (14 %) to reading the newspaper (21 %).

TV programmes with a live character are relatively stable in terms of viewer favour: political magazines, sports programmes, news, documentaries and reports. These programmes are a direct reflection of current affairs. To the same extent that television is becoming increasingly dispensable as an entertainment medium due to competition from other leisure activities, its importance as an up-to-date information medium is growing. Information through words and images has no competition to fear. Television has retained its event character in informative live programmes.