The Middle Majority

"The daytime TV audience is now closely similar to the daytime radio audience --upper middle-class women find it dull, cheap, sordid; middle majority women find it gives them enjoyment and a variety of experiences." With this beginning, Chicago's Social Research, Inc., has published another report on U.S. radio-TV habits. Thanks to America's "middle majority" housewife, says S.R., television is coming of age.

The m.m. woman watches daytime TV regularly, "in contrast to the upper middle-class wife who has clubs, community activities, visiting, etc." Since the m.m. woman generally feels a bit isolated and needs social stimulation, she watches a few selected programs which have "personality appeal" and "dramatic appeal." (Dutybound to housework, she rarely allows herself the easy indulgence of seeing all daytime TV shows.) So long as she can imagine herself a participant, the m.m. woman is satisfied. She will even take time to knit booties for a soap-opera baby, write down quips for Arthur Godfrey, point out factual flaws in a recipe. Most often, she has three favorites:

THE KATE SMITH SHOW. "Women still swear by her . . . Kate Smith is the kind of person who can appeal to the housewife alone in her home and cut off from the outside world."

THE BERT PARKS SHOW. "Housewives get relief . . . from Bert Parks. They like his singing, jokes, mugging, look upon him as an 'informal, natural kind of a guy.' "

CREATIVE COOKERY. A local Chicago program with Franc,ois Pope (Pope School of Fancy Cookery). The m.m. watch avidly, "despite the facts that the dishes are not, by & large, ones they will prepare, and that the dishes are too expensive for them to try." The thrill is purely vicarious.

When the commercials come along, says Social Research, the m.m. housewife assumes an attitude of watchful waiting: "She doesn't want to miss anything that is really good; at the same time, she expects to be largely bored." What the m.m. woman wants is 1) sincerity, 2) originality, 3) attention-holding rhythm, life, color, 4) material that adds to her knowledge, skill or judgment. Concludes Social Research: "TV sponsors might do well to take a close look at their audiences . . ."

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