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Audience Segmentation

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									     How Healthy is Prime Time?
   An Analysis of Health Content in
Popular Prime Time Television Programs
  Sheila T. Murphy, PhD & Heather J. Hether, ABD
        Annenberg School for Communication
          University of Southern California
                         and
               Victoria Rideout, MA
             Henry J. Kaiser Foundation
                         with acknowledgement to
   Hollywood, Health & Society at the USC/Annenberg Norman Lear Center
              The Centers for Disease Control and Prevention
                                         Methodology
    Draws on data from the Hollywood, Health and
     Society (HH&S) Television Monitoring Project
     funded by the Centers for Disease Control and
     Prevention
    Content analysis of 2004, 2005 and 2006 Spring
     television seasons (January – May)
    10 most popular scripted primetime shows for:
       Nielsen’s General Audience,
       African American Audience, and
       Hispanic Audience (English language only)

Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
                                         Methodology
    Content analyzed on dimensions such as the:
      Frequency of health-related content
      Specific health issues depicted
      Presence of prevention and risk information
      Foods and beverages shown and consumed
        by characters.




Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
           Top 10 Scripted Prime Time Shows
              Included in the Study - 2004
 Ranking General Audience                              African American                 Hispanic
      1       Friends                                  Girlfriends                      Friends

      2       CSI                                      Half and Half                    Will & Grace
      3       ER                                       Eve                              The Simpsons
      4       Will & Grace                             All of Us                        ER
      5       CSI: Miami                               The Parkers                      CSI
      6       Without a Trace                          My Wife and Kids                 That 70s Show
      7       Everybody Loves Raymond CSI                                               The OC
      8       That 70s Show                            One on One                       Law & Order: SVU
      9       Law & Order: CI                          ER                               CSI: Miami
     10       Law & Order                              Without a Trace                  Las Vegas
Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
           Top 10 Scripted Prime Time Shows
              Included in the Study - 2005
 Ranking General Audience                         African American                   Hispanic
      1       Desperate Housewives                The Simpsons                       The Simpsons

      2       CSI                                 Girlfriends                        Desperate Housewives
      3       ER                                  Half and Half                      CSI
      4       Lost                                CSI                                Medium
      5       The Simpsons                        House                              Las Vegas
      6       Without a Trace                     One on One                         Lost
      7       CSI: Miami                          Desperate Housewives               Without a Trace
      8       House                               Without a Trace                    George Lopez
      9       Medium                              Bernie Mac                         ER
     10       24                                  Eve                                CSI: Miami
Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
           Top 10 Scripted Prime Time Shows
              Included in the Study - 2006
 Ranking General Audience                         African American                   Hispanic
      1       Grey’s Anatomy                      Grey’s Anatomy                     Grey’s Anatomy

      2       Desperate Housewives                House                              Desperate Housewives
      3       House                               Girlfriends                        House
      4       CSI                                 Half and Half                      CSI
      5       ER                                  All of Us                          Freddie
      6       24                                  Desperate Housewives               George Lopez
      7       Law & Order: SVU                    One on One                         Law & Order: SVU
      8       CSI: Miami                          CSI                                The Simpsons
      9       Without a Trace                     Everybody Hates Chris              ER
     10       My Name is Earl                     Without a Trace                    Bones
Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
    Sample of Top 10 Primetime Shows for
   General, African American and Hispanic
             Audiences 2004-2006

    947 unique episodes

    33 series




Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
     Findings for Nielsen’s
Top 10 General Audience Shows
          2004-2006
         Percent of All General Audience
       Episodes That Include Health Content

                                                                                       Contained
                                                                                       non-violent
                                                                                      health related
                                            41%                    59%                   content




Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
             Top 10 Health Issues for Nielsen’s
                    General Audience
               Unusual diseases                                     26%
           Unintentional injury                       11%
        Motor vehicle accident                     7%
Pregnancy & childbirth issues                      7%
                   Mental health                  6%
                   Heart disease                  6%
        Illegal substance abuse                   6%
                           Cancer               5%
Prescription medication abuse                   4%
                   Alcohol abuse                4%

                                    0%                 20%                 40%                60%                  80%
Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
           Type of health information
    depicted in health storylines (2004-2006)

            Symptoms                                                                             65%

             Treatment                                                                     59%

             Diagnosis                                                            50%

          Risk Factors                                         31%

        Complications                                   23%

             Prognosis                            17%

            Prevention                     10%

                         0%                 20%                 40%                60%                 80%
Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
                 Level of educational content in
                        health storylines

                           None                                                   Strong
                                                19%
                                                                     32%

                Weak
                                         19%

                                                            29%
                                                                                     Moderate



Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
      Portrayals of medical providers:
percent of storylines in which satisfactory care
                  is provided

           No care given                                                              Satisfactory
                                              31%

                                                                      61%
Unsatisfactory 1%
                                           7%
                     Mixed


 Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
 Popular Prime Time Television Programs, September 2008.
                    Health outcomes by storyline

                 Other outcome
                                                                                  Positive outcome
                                                    11%
Unchanged outcome
                                                                      33%

                                           27%


                                                            28%

                                                                                  Negative outcome


 Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
 Popular Prime Time Television Programs, September 2008.
   Percent of episodes that address access to
                   care issues
                                                                              Health storylines with
                                                                              access to care barriers
                                                             10%




                                                90%




Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
   Differences by Audience
(Shows popular with Nielsen’s
General, African American and
    Hispanic Audiences)
               Percent of Episodes with Health
                   Storylines by Audience
        80%


                              59%                                                        59%
        60%
                                                            48%


        40%




        20%




          0%
                      General                African American                      Hispanic
                      Audience                   Audience                          Audience
Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
               Differences by Audience - Genre
                                                                                                    Crime
        80%
                                                                                                    Comedy
                                                           60%                                      Medical
        60%

                    43%

        40%                                                                      33%
                                                                                         30%

                             20% 20%             20%
                                                                                                 17%
        20%                                                        13%



         0%
                      General                African American                      Hispanic
                      Audience                   Audience                          Audience
Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
          Implications of ethnic differences in
              exposure to health content
     Hispanic and African Americans are…

      at significantly higher risk for a variety of
       chronic diseases including diabetes, heart
       disease and obesity, and

      are the very audiences most likely to report
       getting the majority of their health information
       from television.
Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
                                           Conclusions

   Popular prime time television conveys…

    a substantial amount of health-related
         information,

    on a wide array of health topics,

    the majority of which has moderate to strong
         educational content.

Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.
                                           Conclusions

   Patients are shown receiving…

    for the most part quality care,

    from physicians with whom they have largely
         favorable interactions.




Source: Kaiser Family Foundation and USC Annenberg, How Healthy Is Prime Time?: An Analysis of Health Content in
Popular Prime Time Television Programs, September 2008.

								
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