The relationship of network affiliation change to prime time program ratings

Nielsen ratings data from sixty markets were analyzed to determine whether factors traditionally thought to influence program ratings continue to do s o in the face of affiliation change. Overall, the study concludes that they do. Affiliation change was less significant in predicting ratings than sev eral other variables, suggesting that the audience does indeed watch progra ms, not stations and will find preferred programs even if they move from on e station to another.