Does the media usage score for TV include both cable and network? What about local and syndication?
When reporting their usage of television as a medium, MRI cannot distinguish whether the respondent is including cable, network, local or syndicated programming. We ask them how much television they watched during certain recent time periods designed to correspond to dayparts, and we use their answers to generate the number of hours of television viewed in a week, which is the “total TV” media usage score. The Cable TV media usage score is derived by adding together the number of hours viewed per week against each cable/satellite network, identified by logo. This measure includes cable only. There are no media usage scores for local or syndicated television.
