Cable and satellite TV channels need to convince non-subscribers that they offer a quality “must-have” alternative to terrestrial viewing if they are to register substantial growth rates.
This is one of the findings of CIA MediaLab’s latest Sensor survey which asked non-subscribers their reasons for not signing up. Almost half (45%) state that they are happy with the existing terrestrial television channels. This is particularly true of upmarket AB viewers (60%). Perhaps surprisingly, 44% of 15-24 year-old non-subscribers also feel this way. 20% of non-subscribers feel that there is too much “rubbish” on terrestrial TV already and do not want any more (this rises to 30% for AB non-subscribers). Across all age-groups the second most popular reason for not subscribing is the expense of doing so (37%). Parental influence is a strong factor for non-subscription among 15-24 year olds – 16% of this group state that they do not have access to non-terrestrial as another member of their family is strongly against it.
CIA MediaLab: 0171 633 9999
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