A new CIA Sensor study shows that 66% of cable and satellite owners would be unlikely to use pay-per-view TV and that the population as a whole is even more negative, with 72% of people saying they would be unlikely to use it.
The view about paying extra for television viewing is mirrored by the 62% of all respondents who would be unwilling to pay an extra £5 on their licence fee to enable the BBC to raise money for top sporting events. Only 29% of adults were in favour of this option. ABs were the most willing to pay extra (46%), compared with 21% of C2DEs.
The study has also found that 80% of the public think the Government should legally ensure that top sporting events continue to be shown on terrestrial TV. Respondents perceived the BBC as providing the best sports coverage, gaining 38% of public nominations compared to 33% for Sky. Anthony Jones, Head of CIA Medialab, said: “The public clearly wants political intervention to ensure that sports coverage is available on terrestrial TV, but…they are not willing to pay extra for it.”
CIA MediaLab: 0171 633 9999
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