The cable industry has formed the Cable Research Group in a bid to achieve its own airtime currency. The Cable Research Group has commissioned RSMB to conduct a BARB style diary-based audience research of cable TV households.
Helen Harrison, consultant to the Cable Research Group said it is hoped the research will be a one-off, to cover the interim period until the sample size of cable households on BARB reaches large enough levels to use, around 300. The entire cable industry is backing the research, including the ITC.
Establishment survey research is currently being carried out; the diary study will begin in the last two weeks of January, with results out in March. The data will be down to 15 minute segments, and will cover all possible cable channels, including local services; coverage and frequency runs will be possible on the data. The industry hopes the research will become the media buying currency for the medium.
Helen Harrison & Co Ltd, (Cable Research Group Consultant): 0171 432 3222
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