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New study identifies buying habits, attitudes of comedy viewers
The "sitcom factor" may not displace demographics anytime soon as the primary consideration for prime-time media buying, but it could be a critical one, suggests a new study from Copernicus, a marketing strategy company whose client list includes AT&T, Mobil, Pepsi and Universal Studios.
The survey, which included telephone interviews with 1,500 viewers over the past two television seasons, found that regular sitcom viewers have some very specific attitudinal and consumer-buying characteristics. Those who watch at least two prime-time comedies per...