Santa Clara County Broadcast TV Partisan Viewership

This correspondence analysis looks at the total weekly viewership for TV stations in Santa Clara County by the viewer’s partisan registration.

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The viewership for the three major broadcast stations completely dominates the analysis. Other stations were not included because their aggregate impact was not statistically significant. This is probably because the analysis was done by total viewership during a typical week. This is very different than individual shows or prime time comparisons.

About 95% of the difference is accounted for by the 1st dimension, this means the categories come pretty close to lining up in order: Independents, KNTV, KPIC, Republicans, Democrats, then KGO.

Source of data: Media Audit, June-August 2009 survey of San Jose Metro Area.

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