시청자의 프로그램 선택 행위에 영향을 미치는 요인들에 관한 연구는 학계뿐 아니라 관련 업계에서도 매우 중요한 연구들 중 하나다. 그동안의 연구 성과에 의하면 프로그램 시청 행위 가장 큰 영향을 미치는 변인으로 프로그램 선호를 꼽다. 프로그램 선호는 다양한 측면에서 정의가 가능한데 본 연구에서는 그동안 누적된 프로그램 시청률을 이용하여 추정되던 반복 시청률의 문제점을 지적하고 이를 개인 시청률 자료를 이용하여 분석하였다. 분석 결과 반복 시청률은 주간 방영 횟수와 시간대의 영향을 받고 있었다. 아울러 이를 시간대 및 채널로 비교하여 분석한 결과 시간대별로는 8∼9시간대가 반복 시청이 높았으며, 채널보다는 시간대가 반복 시청에 영향을 미치고 있었다. 마지막으로 반복 시청 비율이 시청자 인구통계학적 세부 그룹에 따라 다르게 나타나는지 분석한 결과, 성별-나이대로 구분된 세부 그룹에 따라 시간대 및 채널별 반복 시청 비율의 차이가 있음을 알 수 있었다.

Studying factors affecting program choices of audience is one of the significantly important researches not only in the academic world but also in the related industries. According to research results so far, a program preference is considered the factor having the most influence on program viewing. While a program preference can be defined from various perspectives, the following study is to have pointed out problems of a presumed repeat viewing by cumulative household rating data and to have analyzed it by personal rating. The result showed that the number of the weekly broadcasting and a time zone were making an influence on the repeat viewing rate. A factor of channel had more influence on the repeat viewing with a time zone from 8 to 9 having frequent repeat viewing when the repeat viewing was analyzed by channel and a time zone. A result to see whether the of repeat viewing rate would be different by demographic sub-groups showed that the different ratio appeared by channel and a time zone in accordance with sub-groups by sex and age.

Studying factors affecting program choices of audience is one of the significantly important researches not only in the academic world but also in the related industries. According to research results so far, a program preference is considered the factor having the most influence on program viewing. While a program preference can be defined from various perspectives, the following study is to have pointed out problems of a presumed repeat viewing by cumulative household rating data and to have analyzed it by personal rating. The result showed that the number of the weekly broadcasting and a time zone were making an influence on the repeat viewing rate. A factor of channel had more influence on the repeat viewing with a time zone from 8 to 9 having frequent repeat viewing when the repeat viewing was analyzed by channel and a time zone. A result to see whether the of repeat viewing rate would be different by demographic sub-groups showed that the different ratio appeared by channel and a time zone in accordance with sub-groups by sex and age.

Program Choice, Program Preference, Repetitive Viewing Rate