light viewer

Mature, upscale males are 'light viewers' - and you pay a premium to get them.

Physical examination: A doctor can look into the nose with a lighted viewer to see the turbinates, which may be swollen.

These are the households that tend to subscribe to cable services, he said, and therefore are light viewers of the commercial networks.

A. A number of studies have shown that kids who are heavy television viewers tend not to read as much or as often as light viewers.

Willard Hadlock, the head of media services at the Leo Burnett advertising agency, said: "Quintiles four and five are not necessarily the lightest viewers.

The traffic light viewer captured the reflection of overhead traffic lights so that the driver didn't have to lean forward to see past the edge of the roof.

"Gerbner's basic prediction was that heavy TV viewers would be more likely than light viewers to see the social world as resembling the world depicted on TV."

In researching the 1988 Games, CBS found that the Olympics held a strong, consistent attraction for viewers, especially those Mr. Poltrack described as "light viewers of traditional television."

Clearly, your commercial is going to have to achieve some kind of miracle if it is to avoid boring the pants off the heavy viewer and still have some impact on the light viewer.

Whittle says the networks draw primarily from the heaviest, but least desirable viewers, in quintiles one and two, instead of what it calls the more attractive, light viewers in quintiles four and five.

They are more likely than light viewers to overestimate their chances of encountering violence, to believe that their neighborhoods are unsafe and to assume that crime is rising, whether or not it actually is.

If your target audience includes a substantial proportion of light viewers, but your campaign is on TV, you may need to supplement TV with suitable press or perhaps cinema advertising to reach this group.

The company is basing the marketing of its waiting-room network on what is known in television as a quintile analysis, in which a large market is divided into five groups, from the heaviest to the lightest viewers.

Furthermore, both network and agency executives say that network schedules can be tailored to reach the light viewers, and they question whether even pregnant women or young mothers go to their physicians often enough to give the advertising punch.

But he dismissed suggestions that it might be related to higher use of the Internet, because another Nielsen study had previously indicated that Internet users were already light viewers of television - and so would not account for such a significant change from last fall.

Despite this, the couple generated significant interest, not only amongst Guiding Light viewers but also amongst soap opera critics, LGBT-oriented websites such as AfterEllen.com and The Advocate, and mainstream media such as Entertainment Weekly.

David F. Poltrack, the executive vice president for research at CBS, said Nielsen had missed a few things, like not accounting for a surge in younger people in the population, which made this year's 18 to 34 group skewed to the younger end - where the lightest viewers of all reside.

Compared to light viewers, they seem to have accumulated less general knowledge, they seem less able to follow the plots of TV dramas, they seem more prone to accept as possible the train-stopping or building-high leaps of superheroes and they are less capable of explaining the function of commercials.