Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: FRIDAY, May 11, 1990                   TAG: 9005110113
SECTION: EXTRA                    PAGE: E-2   EDITION: METRO 
SOURCE: Associated Press
DATELINE: NEW YORK                                LENGTH: Short

UNCOUNTED VIEWERS WATCH TV AT WORK AND BARS, STUDY SAYS

An A.C. Nielson Co. study released Wednesday by ABC estimated that more than 1 million TV viewers aren't counted by current rating methods because they watch at work, in bars or other places, and not at home.

"These findings reinforce the need for improved measurement methods that accurately reflect how viewers really use television today in today's media environment," ABC research chief Alan Wurtzel said in a statement.

The one-week study, made in November and conducted among 4,196 people, was sponsored by NBC, Nielsen, ABC and cable's ESPN sports channel. About 53 percent of the 4,196 completed the viewing diaries used in the study, ABC said.

The study gave no margin of error.

About 36 percent of those who completed the diaries watch TV at work, and 21 percent tune in in hotels and motels, the study said. Sixteen percent watch in bars and restaurants, 9 percent in second homes and 15 percent in "other places."

Nielsen, whose ratings represent 92.1 million homes with televisions, doesn't count viewers in such places as bars, hotels or college dormitories.