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Demographics: Enriching Entertainment

TV & Cable

  • 82.2% subscribe to cable/own satellite TV (1.2 times the U.S. average)
     
  • In the last seven days:
    • 89.4% watched CNN (2 times the U.S. average)
    • 73.5% watched A & E (2 times the U.S. average)
    • 57.6% watched The Discovery Channel (1.2 times the U.S. average)
    • 49.7% watched The History Channel (3.5 times the U.S. average)
    • 23.2% watched The Learning Channel (1.3 times the U.S. average)
    • 22.5% watched Bravo (2 times the U.S. average)
    • 19.9% watched The Food Network (3.5 times the U.S. average)
    • 14.6% watched The Travel Channel (3 times the U.S. average)
       
  • TV programming most watched
    • 75.8% watch documentary programs
    • 64.8% watch drama
    • 54.4% watch comedy

The Movies

  • 81.4% attended the movies in the last 90 days (1.5 times the U.S. average)
  • 27.3% attended the movies 2-3 times per month (3 times the U.S. average)

Books

  • 82.7% bought books last year (1.5 times the U.S. average)
  • The average RJ reader bought 14.8 books last year

Audio

  • 70.6% bought CDs /pre-recorded audio tapes last year (1.7 times the U.S. average)
  • 5 times the U.S. average bought foreign language instructional (6.8%)
  • 4 times the U.S. average bought business/professional (7.7%)
  • 4 times the U.S. average bought folk (18.8%)
  • 3.5 times the U.S. average bought classical (59%)
  • 2 times the U.S. average bought books on tape (10.3%)
  • 1.7 times the U.S. average bought jazz (20.5%)

Note: 89.4% of Reform Judaism readers have watched CNN and 73.5% have viewed A&E in the past week. On average, they buy 14.8 books per year and are 5 times more likely to purchase foreign language instructional tapes than the average American. They represent a prime readership for marketers seeking an audience which pursues enriching entertainment.

Source: 
1999 MRI Reader Profile Survey