The Viewer Files: The history viewer

The history viewer
November 1, 2006

The history viewer
Age range: 35-plus (72%)
Average age: 47
Sex: 60% male
Marital status: 61% are married.
Kids: 34% have them living at home.
Education: 41% have a college diploma, bachelor’s degree or graduate degree.
Typical job: 25% are managers/owners/professionals, while 45% are retired.
Income: US$30,090 (theirs); $59,880 (household)
Viewing habits: They are medium to heavy TV viewers. They tend to watch during primetime (90%), but also watch in daytime (56%) and early fringe (66%).
Major purchases: 32% have bought a mutual fund, 29% have redecorated, and 25% have remodeled their homes.
Other media consumption: They are medium-heavy to heavy radio listeners and, similar to our other viewers, tune in during breakfast (68%) and on their drive (53%). But 45% also listen in the daytime. They like classic rock (44%), oldies (37%), adult contemporary (30%) and all-news (30%).
They are heavy readers of daily newspapers (45% read every day) and tend to stick to the general news section (62%), as well as entertainment (39%), editorial (33%) and comics (30%). They are medium-heavy to heavy magazine readers, and like newsweeklies, National Geographic, and gardening pubs.
They spend an average of 9.3 hours a week online, where they email (55%), browse for info (45%), entertainment (30%), and visit travel sites (16%). They also check out real estate (10%) and books/cds (13%).
Favorite shows: The history viewer likes news (68%), as well as CSI (44%) and Law & Order (44%). They also like their sports (44%).

Not surprisingly, the history viewer is open to nature shows – anything where he can learn something is likely to turn him on. He watches news on a regular basis, and sports is also a draw. But you need to keep it real – and reality and lifestyle programming doesn’t fit the definition. He’d rather read the newspaper.

About The Author
Managing editor with realscreen publication, an international print and online magazine that covers the non-fiction film and television industries. Darah is an award-winning journalist who has spent over two decades covering a wide range of issues from real estate and urban development to immigration, politics and human rights, primarily with The Vancouver Sun. Prior to joining realscreen, she was editor of Stream Daily, realscreen's sister publication covering the dynamic global digital video industry. She also served a stint as a war reporter in Afghanistan for television and print, and was a national business blogger with Yahoo Canada.