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
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.