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Alexander V. Sharikov
Cand. Sci. (Pedagogy), Professor at the School of Media,
HSE University, Khitrovskiy pereulok, 2/8, build. 5, 109028, Moscow, Russia
Sharikov A.V. Nighttime TV Viewing in Russia: An Empirical Research. The Art and Science of Television. 2021. 17 (3), pp. 11–50. https://doi.org/10.30628/1994-9529-17.3-11-50
Nighttime TV Viewing in Russia: An Empirical Research
Abstract. For the first time in the scientific literature, the article examines the trends of nighttime television viewing in Russia. This phenomenon is relatively new for Russia: Russian TV channels began round-the-clock broadcasting only in the 21st century; it is not until 2011 that the largest channels passed the mark of broadcasting 23 hours a day. A correlation is shown between the average time of TV viewing and the nighttime duration, which leads to seasonal fluctuations in the total television audience. A consequence of this relationship is the dependence of TV viewing on the viewers’ residence geography, since the seasonal variations of the dark time of the day vary at different latitudes. Analysis of the average audience dynamics during the day showed that at midnight there are quite a lot of TV viewers: in 2018–2020, this figure was about 15% on weekdays and about 16% on weekends. The nighttime audience minimum of approximately 3% falls at 4:30 a.m. The demographic structure of the night audience is generally close to the daily average. A typical TV viewer is a woman aged 50 to 69 with a secondary education. At night, the percentage of men and middle-aged people in the structure of the total audience increases slightly, while the percentage of women, children and the elderly aged 70 and older decreases. In 2020, at night, Russian TV viewers watched channels Russia 1, Channel 5 and NTV most often. On the annual segment, the largest nighttime audience gathers on New Year’s Eve. Its maximum falls on the midnight of New Year’s Eve. However, even in these minutes, the total TV audience in Russia in recent years has been less than 50%.
Keywords: television, television audience, nighttime TV viewing, nighttime duration, geographic latitude
Acknowledgements: the author would like to thank his colleagues at Mediascope and personally its director R.R. Tagiev for the opportunity to use their data.