• by Jack Loechner , Staff Writer @mp_research, August 13, 2010

Some of the findings of a recentHarris Poll, conducted among 2,503 online U.S. adults ages 18 and over show that 50% of Americans watch TV shows about cooking very often or occasionally, but half say they watch these shows rarely or never. Just 21% of U.S. adults never watch TV shows about cooking while 29% do so rarely, 34% do so occasionally and 15% watch cooking shows very often.

Two television channels are now completely devoted to shows about cooking, other channels have various food shows, and amateur chef shows abound. But how many Americans actually watch these programs?

55% of Baby Boomers (those aged 46-64) watch cooking shows very often or occasionally, compared to over half (57%) of Echo Boomers (those aged 18-33) who say they rarely or never watch these shows.

While many of the great chefs are male, and men say they love to cook more than women do (32% versus 28%), women are more likely than men are to watch cooking shows very often or occasionally (54% versus 46%).

79% of U.S. adults say they enjoy cooking:

• 14% do not enjoy cooking
• 7% do not cook
• 41% say they prepare meals at home five or more times a week
• 29% do so three to four times a week
• 19% of U.S. adults prepare meals at home one to two times a week
• 11% say they rarely or never prepare meals at home

22% of those who prepare meals at home say they very often look for and use new written recipes to try new foods and techniques while 46% say they are likely to do so occasionally. 20% gain inspiration from food-related articles, online postings and cooking shows, but do not follow their recipes exactly.

57% of those who watch cooking shows say they have purchased food as a direct result of something they've seen on a cooking show. Over one-third say they have purchased small kitchen gadgets, 1/4 have purchased cookbooks and some have even purchased large appliances as a direct result of something they've seen on a cooking show.

 Much as they are more likely to watch these shows, Baby Boomers are also more likely to purchase both food (60%) and kitchen gadgets (41%) because of something they've seen on a cooking show. Gen Xers (those aged 34-45) are more likely to purchase cookbooks (29%) and large appliances (9%) after seeing them on cooking shows.

Rachael Ray is the queen of easy meals and manages to get people cooking rather than dining out. According to Americans who watch cooking shows, 30 Minute Meals with Rachael Ray is their favorite cooking program. Tied at number two for favorite cooking show are two Southern cooks - Paula Deen with Paula's Home Cooking and Emeril Lagasse, with Emeril Live.

The report concludes that cooking shows are big business that can boost viewership for networks and can also spur show collateral, such as cookbooks and kitchen gadgets. Additionally, many TV chefs have their own restaurants that can draw viewers and fans of the show to dine there.

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