Differences in the consumption of traditional broadcast and VCR movie rentals

Focus groups, mail surveys, and in‐home observations were used to examine traditional television viewing and VCR movie rental viewing. Viewing preparation, activities during viewing, and eyes‐on‐screen were measured to determine if differences exist with regard to the way television services are consumed. Results indicate that consumers structure their viewing environment to accommodate the different forms of programming and that VCR movie rentals are associated with more active viewing.