In an attempt to better understand the attributes of the “average” viewer, an analysis of the data characterizing television non-viewers and extreme viewers was performed. The data were taken from the 1988, 1989, and 1990 General Social Surveys, conducted by the National Opinion Research Center. The authors performed a neural network analysis and discuss the significance of the findings. For comparison, a discriminant analysis was also performed and is shown to be outperformed by the neural network. Furthermore, the set of demographic variables were identified as the strongest predictor of non-viewers, and the combination of family-related and lifestyle/social-activity-related variables were the strongest attribute of extreme viewers.