Structural determinants of exposure to television: The case of repeat viewing

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Abstract
This study applies a structuralist approach to explain repeat viewing — the extent to which the audience for one program watches subsequent episodes. Contrary to early research, which characterized such behavior as constant across time and program types, this research finds considerable variation among program categories. However, three predictors: a) the program's scheduling characteristics, b) the average program rating, and c) continuing versus non‐continuing story line, combined to explain 83% of the variance in repeat viewing levels. The implications for research and theory on exposure to television are discussed.

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