Market Demand for Civic Affairs News

This paper uses time series methods to test the relationship between civic affairs content and audience share for the ABC, CBS, and NBC evening news in the mid-1990s. Because these programs competed in the same market, but varied the amount of their civic affairs coverage, they present an excellent opportunity to analyze this relationship. The study uses hand-coded news abstracts and O.J. Simpson murder trial coverage as separate measures of news content. The study finds that lower levels of civic affairs content and higher levels of O.J. news are associated with greater audience share.