Cabletelevision Advertising Bureau - - Proprietary Research Series “How People Use Television” A Qualitative Comparison of Cable TV Viewers and Broadcast.

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Presentation transcript:

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

Cabletelevision Advertising Bureau - - Proprietary Research Series Viewers Strong Attachment to Cable Programs % 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 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 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 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 Study Understanding 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