cabletelevision advertising bureau - - proprietary research series “how people use television” a...
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Cabletelevision Advertising Bureau - - Proprietary Research Series
“How People Use Television”
A Qualitative Comparison of Cable TV Viewers and Broadcast TV Viewers
Cabletelevision Advertising Bureau - - Proprietary Research Series
Source: CAB How People Use TV Study; Feb/March 2004 – SRI/Knowledge Networks
Cable’s Unique Product Attracts Viewers
% Describe Programs Usually Watch on “Broadcast” or “Cable” Networks
9
11
13
11
10
19
20
21
68
57
48
39
Programs I can'tfind anywhere
else
Consistently showbest programs
Look forward totime watching
Consider myselfloyal to these
Cable
Broadcast
Equally
Cabletelevision Advertising Bureau - - Proprietary Research Series
Viewers Strong Attachment to Cable Programs
% Describe Programs Usually Watch on “Broadcast” or “Cable” Networks
17
7
13
17
20
25
49
42
34
Always worthchecking what's
on
Recent newprograms have
made me want towatch more
Set aside time towatch programs
Cable
Broadcast
Equally
Source: CAB How People Use TV Study; Feb/March 2004 – SRI/Knowledge Networks
Cabletelevision Advertising Bureau - - Proprietary Research Series
16
11
16
21
15
23
44
46
47
"I talk about thesenetworks to
others"
"These networkscomplement my
lifestyle"
"I would missthese networks if
they were nolonger available"
Cable
Broadcast
Equally
Cable Delivers Viewer Connections
% Describe Programs Usually Watch on “Broadcast” or “Cable” Networks
Source: CAB How People Use TV Study; Feb/March 2004 – SRI/Knowledge Networks
Cabletelevision Advertising Bureau - - Proprietary Research Series
17
24
28
32
31
34
51
44
38
"Ads I see onthese networksare generally
more interesting"
"I tend to payattention to ads
on thesenetworks"
"Ads on thesenetworks are
more relevant tome"
Cable
Broadcast
Equally
Ads Work on Ad-Supported Cable
% Describe Programs Usually Watch on “Broadcast” or “Cable” Networks
Source: CAB How People Use TV Study; Feb/March 2004 – SRI/Knowledge Networks
Cabletelevision Advertising Bureau - - Proprietary Research Series
29
21
22
33
36
35
38
43
43
"Companies that advertise on thesenetworks have a commitment to
quality and excellence"
"I'm inclined to purchase products andservices from companies thatadvertise on these networks"
"Advertising on these networks is animportant source of information about
products and services"
Cable
Broadcast
Equally
Brands are Sold on Ad-Supported Cable
% Describe Programs Usually Watch on “Broadcast” or “Cable” Networks
Source: CAB How People Use TV Study; Feb/March 2004 – SRI/Knowledge Networks
Cabletelevision Advertising Bureau - - Proprietary Research Series
CAB’s How People Use TV StudyUnderstanding Viewer’s Relationship with Television
Methodology• Sample: More than 2,000 Adults 18-64; More than
2,500 programs investigated• Methodology: 26 Minute RDD Telephone Interview on
Yesterday Evening 8P-1A Viewing• Conducted by SRI/Knowledge Networks• February – March 2004