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NIELSEN REVEALS RESULTS OF ITS POLITICAL SURVEY

 NORTHBROOK, Ill., Jan. 18 /PRNewswire/ -- When Nielsen Household Service conducted a political opinion survey of its National Household Panel in late October, the findings were consistent with election results and revealed a few surprises.
 The Nielsen Household Panel, the most representative consumer panel in the nation, is periodically asked to complete a short electronic survey on various topics of interest. In October of 1992, a short survey focusing on the November presidential election was conducted. Results of the survey mirrored the final election results: Clinton -- 43 percent of the vote, Bush -- 37 percent, and Perot -- 20 percent.
 Since a portion of the Nielsen Household Panel also has their television viewing monitored, Nielsen decided to examine the political programming viewed. The results cover viewing of selected political programming for the 15-week period ending Oct. 24, 1992.
 Those claiming not to be affiliated with the Democratic party had very little interest in the Democratic convention -- viewing at a rate of 20 percent below the average U.S. household. However, those not claiming an affiliation to the Republicans were interested in the Republican convention -- viewing at a rate similar to the total U.S.
 Nielsen also looked at viewing of the presidential debates and Perot programming. Most noteworthy was the fact that among the groups who claimed they would vote outside of their party affiliation, there was significantly more interest in these programs relative to the average U.S. household. Democratics who stated they'd vote for Bush or Perot viewed the debates at a 5 percent greater rate. Perot programming was viewed at a rate of 15 percent above the norm.
 Republicans who claimed a preference for Clinton or Perot viewed the debates at a level 12 percent higher than the average household, and Perot programming at a remarkably high level -- 31 percent above the norm!
 Nielsen Household Services, a division of Nielsen Marketing Research, provides the industry's most extensive consumer purchase behavior information, with data from more than 40,000 households geographically dispersed across the United States. Nielsen's Household Panelists use the company's patented hand-held scanner to record their purchases from drug stores, grocery stores, mass merchandisers, warehouse clubs, convenience stores, specialty stores and more. By integrating the panelists' purchase information with their preferences in television programming, radio listening and magazine and newspaper readership, Nielsen offers the most comprehensive analysis of consumer behavior available today.
 Nielsen Marketing Research is the world's leading marketing information company, supplying a wide range of services that help the packaged goods industry screen, plan, test and evaluate individual brands and marketing programs. Nielsen Marketing Research is a unit of The Dun & Bradstreet Corporation (DNB).
 -0- 1/18/93
 /CONTACT: Cheryl I. Procter of Nielsen Marketing Research, 708-498-7642/


CO: Nielsen Marketing Research; Dun & Bradstreet Corp. ST: Illinois IN: PUB SU: ECO

TS -- NY059 -- 5953 01/18/93 14:48 EST
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Date:Jan 18, 1993
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