Measurement of mundane TV behaviors: Remote control device flipping frequency

Although overt behaviors (such as media consumption and related uses and gratifications) are fairly reliable survey items, mundane behaviors (such as channel changing frequency) are problematic. Respondents were asked to watch television in the presence of a hidden device that recorded the frequency of their RCD use. When these recorded counts were compared to their self‐reported survey responses regarding channel flipping frequency, there was evidence of underestimation of channel flipping. Irregularity of estimation was explained in part by excitement instrumental viewing motives.