An investigation into alternative television viewership habits of college students

Abstract

Television viewership through the use of digital video recorders (DVRs) and the Internet are affecting viewership statistics. The utilization of the Internet by students to view television programs mandates that future marketing efforts be directed more toward the Internet instead of traditional television advertisements. Research focused on the television viewing habits of college students, current challenges in television advertising and marketing and the increasing use of DVRs and the Internet are investigated.