Reading top option when strike affects TV

By Paul J. Gough

Nov 17, 2007

NEW YORK -- When it comes to what Americans will do once the strike takes away original episodes of their favorite shows, more are willing to pick up a book than watch whatever's on TV.

A survey by media buyer Mindshare said that 25% of those polled said if their favorite show isn't on they will probably just read a book or magazine. It was the most popular response, followed by 13% who said that they would watch whatever they find on TV and 12% who said they'd watch DVDs or videos.

Less than 10% each said they'd instead spend more time on the Internet, listen to music, watch sports, watch DVR-recorded content or play video games. Only 2% said they'd go to the movies.

Mindshare said one out of four adults said they strike would change their viewing habits, with 33% of adults 35-44 agreeing with that and only 17% among people 65 and over.

The strike, at least right now, may not do permanent damage to viewing habits. Seventy-three percent said they will return to watching their favorite shows once the strike is over; 12% said they may not watch, and 8% said they wouldn't.

The strike had high levels of awareness among the public, with nearly 70% saying they knew there was a writers strike. The survey of 703 people was done Nov. 9-12 via telephone by International Communications Research for MindShare Insights.