Viewers Still Watching Sitcoms -- But On Cable

[Zebra 3]

(Studio Briefing) Although network executives are wringing their hands over low ratings for TV sitcoms, the average TV viewer is actually watching more comedy than ever, according to a study by ad buyers Magna Global and reported in today's (Tuesday) Washington Post. The difference is that viewers are watching the comedies on cable, rather than on broadcast television. According to the study, the average household spent less than four hours a week watching sitcoms in 1993-94 compared with this season's four and a half hours. Magna Global Executive Vice President Steve Sternberg told the Post: "Seldom noted ... is the fact that people still like watching comedies and, in fact, are watching them more than ever."