title: Audience reach of science on television in 10 European countries: An analysis of people-meter data.
abstract: Beginning with a differentiation of science programmes into five different editorial concepts, this article explores the audience reach of science on television in 10 European countries with a special emphasis on young audiences aged between 14 and 29 years. In relation to the share of this age group in the entire population, science programmes in all countries reach a considerably smaller proportion of younger viewers. Specific preferences for science content on television do not seem to be relevant in explaining aggregated viewing behaviours especially of young audiences. Unlike all other segments, the young science viewer segment is almost intangible as an aggregated group, as a definable segment of a mass audience that can be targeted by science programme makers.
authors.forename: Markus
authors.initials: M
authors.lastname: Lehmkuhl
authors.forename: Pepka
authors.initials: P
authors.lastname: Boyadjieva
authors.forename: Yvonne
authors.initials: Y
authors.lastname: Cunningham
authors.forename: Christina
authors.initials: C
authors.lastname: Karamanidou
authors.forename: Tuomo
authors.initials: T
authors.lastname: Mörä
mesh_terms: D000293:Adolescent; D000328:Adult; D000367:Age Factors; D000368:Aged; D005060:Europe; D006801:Humans; D033181:Information Dissemination; D040541:Marketing / Q000706:statistics & numerical data; D008875:Middle Aged; D012586:Science; D013690:Television; D055815:Young Adult
keywords: people-meter data; science audiences; science in TV; youth and science