Cable Universe Grows By 45%

The broadband cable universe has risen by over half a million homes, an increase of 45% since January 1996, according to the latest Cable Audience Television survey.

CATV III, carried out by RSMB on behalf of the cable industry and the ITC, reveals that in March 1997 there were 1.92 million cable TV Homes with 5.7 million Individuals. By April 1997 the number of cable homes connected had reached 1.97m. This is a bigger universe than HTV, Anglia, Ulster, Tyne-Tees, Border, South West, Central Scotland and North Scotland ITV regions.

Cable Channels Universes March 1997

Other findings include:

• Cable Homes have increased to 33% of all multi-channel homes, 8.2% of all TV homes and 10% of all individuals.
• Cable channels increased their % share of viewing to 5.5%, a 62% increase since January 1996.
• During the six months to March 1997, cable channels have developed their H/W with Children, Women and Adults 16-34yrs audiences.
  

  Viewing % Share Viewing by Demographic All Broadband Cable Homes

  	Sep-96	Mar-97	% Ch
  All Ads	4.7	5.5	+17
  Ads 16-34 yrs	5	6.6	+34
  Women	4.1	6.1	+48
  H/W with child	3.9	5.9	+51
  H/W	4	5.6	+41

• Audience profiles delivered by cable channels demonstrate the fragmentation of the audience among highly targeted channels. L!ve TV attracts a 70% male audience, Performance 75% ABC1 Adults and 90% of the Box audience is aged under 35 years.
• Cable homes are larger and have a younger age composition than the national profile.
• Cable households have a higher social class profile, with 29% DE in comparison to the national profile with 36%.
• In terms of new technology almost 1 in 10 respondents have access to the Internet from home, 6% of which via the cable operator phone line.

Further information: Helen Harrison & Co, 0171 240 1606