MRG Evening Meeting – CATV II Research Findings

Last night’s MRG Evening Meeting discussed the latest survey which attempted to provide accurate and trusted data for the cable television industry.

The research being presented was the CATV II survey for the Cable Research Group which claimed to provide detailed profile data, accurately measured viewing, a database for intensive analysis and ultimately a common trading currency which was trusted by the industry. It would also allow operators to market its channels better and inform channels how to schedule their programmes. To this end Helen Harrison, of Helen Harrison & Co which carried out the survey, presented some of the new findings.

Harrison started her presentation by giving a snapshot of the cable industry in September 1996: 1.6 million homes connected to a cable network representing 6.8% of all TV homes and 4.7 million individuals. Cable & Wireless control a 33% share of the cable network with Telewest coming second with 28%.

The problem with BARB, Harrison stated, is that it is simply not designed to measure the small and fragmented audience which makes up cable viewing. CATV II, which began in September, has a sample of 1,500 adults with one in each home. They are given a viewing diary in which to record their quarter hour segment viewing habits. This is a stick-in-label type due to the fact that with around 90 channels available a pre-printed diary would not be feasible. Weightings were applied according to factors such as social class and cable operators and appreciation scores and other media habits were also recorded.

Some of the findings included that:

• cable homes have more people living at the residence
• cable homes have a similar social class to terrestrial homes, with around 45% being ABC1
• in London 55% of cable viewers are ABC1
• cable homes have a high VCR penetration
• cable homes are more likely to be multi-set homes
• there is a high penetration of technology such as PCs and CD players
• cable viewers show higher levels of viewing with hours of viewing also being heavier
• terrestrial channels are losing out to cable, C4 and BBC2 to the greatest extent
• cable viewing accounts for a 3.1% share of viewing, with penetration levels growing

The CATV II survey will be available via a PC with a sales booking system being developed. It is also seeking to work with BARB and hopes to become available on DDS by the Autumn.