Research carried out by CIA MediaLab has shown that TV viewers watch an average of 35 minutes more television each week after they have had cable or satellite installed.
The report, published today, shows that, contrary to popular belief, there is no initial viewing frenzy when a household switches to a multi-channel system. The findings reveal that initially people appear overwhelmed by the number of channels, consequently viewing drops marginally at first. Gradually viewing recovers and eventually increases by an average of 35 minutes.
Once viewing has settled down viewers tend to find that the increased number of channels creates more opportunities for “primary” viewing choices. These are programmes that viewers actively want to see, rather than shows that people watch because there is nothing better on.
CIA MediaLab found that cable or satellite installation had a significant impact on terrestrial television viewing. Multi-channel homes continue to watch top-rated terrestrial TV shows, like Coronation Street and EastEnders. They are, however, less loyal to the “weaker” terrestrial programmes, preferring to switch to cable or satellite programmes which appeal to them more.
Cable and Satellite have stolen a 36.6% share from terrestrial television in multi-channel homes. This is the equivalent of nearly eight hours per week.
Anthony Jones, head of CIA MediaLab, said, “Multi-channel homes will increasingly become the norm. As a result of the fragmentation that will occur, it will become even harder for advertisers to reach their target audiences using traditional techniques. Our research demonstrates that advertisers must develop their understanding of how to pin-down viewers who are zapping across up to 60 channels.”
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