Cable Television Audience Research

CATV results produced significant differences to BARB’s cable and satellite data, the Cable Research Group announced this week. The survey was designed to provide an alternative measurement of non-terrestrial viewing, as BARB panels are believed to be too small to represent the number of cable subscribers.

The survey was comprised of 2,061 households with a diary survey of 997 adults and children (aged 4-15). CATV recorded an average viewing level of 33.38 hours per week for individuals in broadband cable households. Over the same period, BARB recorded an average of 27.78 hours per week for cable/satellite households.

Although there is a significant difference between the two surveys, there is a difference in methodologies. BARB panels use electronic people meters which records viewing minute by minute whereas CATV employs paper diaries. The significant difference is that the paper diary method records viewing over 15 minute periods and credits the viewer with 15 minutes worth of viewing after the first and last five minutes of a session. Therefore this may credit higher viewing levels than if recorded minute by minute. Also, the audiences surveyed are different , for example broadband cable households are being matched against cable/satellite households.

Cable Research Group: 0171 432 3222