Television market researchers say that the greatest number of male viewers of soap operas are apparently retired persons, men who work nights, and others in occupations, such as show business or athletics, that leave the day open. “It's a %bay to relax away from the office with lunch, and I think the soap operas are very close to normal life,” he said. Wakeland, one of the Orange County building inspectors, said he and his friends liked “Days of Our Lives” because of the inherent interest of the stories and the quality of the acting. But one audience study indicated that, for example, in CBS's “Search for Tomorrow” audience last fall there were 1.2 million men among the regular viewers, compared with 4.8 million women and about 800,000 teenagers and children of both sexes. Networks have traditionally not paid much attention to it, he said, because advertising on the serials has been aimed at women. Statistical research regarding the male audience is less precise.

“In the course of an average week,” he said, “63 percent of all women living in households with television tune into daytime television - that's slightly under 50 million - and among those who do view daytime television, the average is about 10 hours a week - so you're talking about 500 million ‘women hours’ a week.” Patricia Mellencamp, a University of Wisconsin professor who has attempted to study the changes in the daytime dramatic series, said that the subject matter, while generally more sexually explicit than in the past, nevertheless tends to lag behind changes occurring in society, and for the most part, also tends to reinforce traditional American values.Īlmost all of the daily serials are produced in New York - indeed, they are the only major network shows still produced regularly in New York.Ī year ago, some industry officials said audience surveys had indicated daytime television viewing appeared to have declined and speculated that the large exodus of women from their homes to take paying jobs had produced a decline.īut Arnold Becker, the vice president for National Television Research for the Columbia Broadcasting System, said more analysis had indicated these conclusions were wrong and that now there were more women - and men watching daytime serials than ever. But whether the soaps mirror society or help shape it is in dispute. As a group, today's daily serials are more sexually candid than any other segment of television some appear to be attempting to be “relevant” by dealing with events in the news liberated women emerged early in the serials.

The increased popularity among men is not the only change affecting the soaps.

Some merchants said they noticed a drop in patronage when some popular shows were involved in a crisis, and some employers said there was increasing pressure from employees to allow television sets in lunchrooms and employee recreational areas so workers could follow their favorite programs. Although women still comprise the vast majority of the faithful who watch daytime television serials, the soap operas these days are also drawing substantial number of male viewers, according to network researchers, who say the audience consists of 10 million women and two million men.ĭespite the women's movement and the entry of many housewives in the labor force, interviews in 14 cities indicated that many women are continuing to schedule their housekeeping, shopping and other chores around their favorite program.

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