RSMB Television Research, on behalf of the cable industry, has published details of the survey it conducted into households that receive broadband cable television. The survey, conducted in September 1996, is a continuation of a previous survey carried out in January this year and examined cable customers viewing behaviour.
The objectives of the survey were:
To provide detailed profile information on the homes who formed the universe of broadband cable television cable receivers.
To measure television amongst this audience.
To establish a database which allows analysis of viewing data.
In the absence of BARB meter panel data, to provide the cable industry with a ‘currency’ for use throughout all aspects of the business.
Viewing Data
For viewing data, the survey found that cable households are heavy viewers of television with Men and Children the heaviest.
Cable Households vs Cab/Sat Households
Average Hour of viewing, 2 w/e 22/09/96
Cable
Cab/Sat
% Difference
All Inds
30.26
22.93
32
Men
32.42
22.97
41
Women
31.99
26.78
19
Adults 16-34
28.48
22.06
29
ABC1 Adults
28.3
22.51
26
H/W
33.16
28.95
15
H/W with kids
32.78
28.37
16
Children 4-15
23.71
16.07
48
Cable Households
Analysis of cable households found that they tended to be larger and younger than the national average television household.
71% of households had 2+ television sets (against 58% nationally) and 93% owned a VCR (against 79% nationally)
One in three cable homes possess a game computer or console, and 37% of cable homes in London possess a home or personal computer.
Cable Exclusive Channels
Cable exclusive channels in total achieved 6.1% share of viewing of all individuals, compared to 5.3% for Channel 4 and 3.2% for BBC2
Cable and satellite channels reached 96% of individuals in cable households during the two weeks of the daily survey. The channels have eaten into terrestrial channels share of viewing, with Children (61%) and Adults 16-34 (50%) showing the biggest gains.
Cable telecom services continue to expand. 63% of cable homes subscribe to their Cable operator for telecom service, compared to 55% in January.
Helen Harrision & Company: 0171 240 1606
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