April 3, 2003

Embedded Reporters

PEJ Embed Study Topline

   
Outlet
Date
 
TOTAL
Network
Cable
21&22 Mar
24-Mar
 
DATE          
March 21st
41.7%
42.1%
41.2%
62.5%
March 22nd
25.0
24.6
25.5
37.5
March 24th
33.3
33.3
33.3
100%
Total
100%
100%
100%
100%
100%
           
LIVE VS. TAPE          
Live report
49.1%
43.9%
54.9%
57.0%
33.3%
Live phone
12.0
10.5
13.7
8.3
13.9
Combo
11.1
10.5
11.8
23.6
16.7
All tape
27.8
35.1
19.6
11.1
36.1
Total
100%
100%
100%
100%
100%
           
ORIGIN          
Iraq
71.3%
77.2%
64.7%
59.7%
94.4%
Kuwait
21.3
19.3
23.5
30.6
2.8
Other ME
1.8
3.9
2.8
At Sea
5.6
3.5
7.9
6.9
2.8
Total
100%
100%
100%
100%
100%
           
TOPIC          
Mil. Action
27.8%
22.8%
33.3%
15.3%
52.8%
Same-day results
13.0
12.2
13.7
15.3
8.3
Pre-combat
31.5
38.6
23.5
43.0
8.3
Personnel/equip
15.7
15.8
15.7
16.7
13.9
Aftermath
6.5
5.3
7.9
6.9
5.6
Other
5.5
5.3
5.9
2.8
11.1
Total
100%
100%
100%
100%
100%
           
TOP SOURCE          
Mil. Commissioned
14.8%
14.0%
15.7%
15.3%
13.9%
Other Military
8.3
3.5
13.7
8.3
8.3
Reporter Only
76.9
82.5
70.6
76.4
77.8
Total
100%
100%
100%
100%
100%
           
CLOSEST VIDEO          
Weapons Fired
21.3%
19.3%
23.5%
13.9%
36.1%
human impact
non-human impact
10.2
10.5
9.8
8.3
13.9
no results
11.1
8.8
13.7
5.6
22.2
Front-line ready
11.1
12.3
9.8
9.7
13.9
Moving/Maneuvers
32.4
38.6
25.5
38.9
19.4
Non front line
10.2
10.5
9.8
12.5
5.6
Other
1.8
3.5
2.8
No Video aspect
23.2
15.8
31.4
22.2
25.0
Total
100%
100%
100%
100%
100%
           
REPORTING          
Fact
93.5%
91.2%
96.1%
93.1%
94.4%
Analysis
1.9
3.5
1.4
2.8
Opinion
0.9
1.8
2.8
Commentary
3.7
3.5
3.9
5.5
Total
100%
100%
100%
100%
100%
           
LENGTH          
Under 1 minute
8.3%
12.3%
3.9%
6.9%
11.1%
1 minute
35.2
42.1
27.5
30.6
44.5
2 minutes
29.7
33.3
25.5
27.8
33.3
3 minutes
11.1
7.0
15.7
15.3
2.8
4 minutes
8.3
3.5
13.7
8.3
8.3
5+ minutes
7.4
1.8
13.7
11.1
Total
100%
100%
100%
100%
100%