The latest GfK satellite monitor, for February 1994, shows that Satellite Dish Ownership (Direct to Home) as at February 19 was 2.524 million dishes. This represents an increase of 29,000 dishes on the previous month.
The monitor also shows socio-demographic changes that have taken place during the period June 1991 to December 1993. The overall movement in terms of social class has had the effect of making ownership less downmarket; however, the profile still has a strong mass market bias with C2’s indexing at 135 against the C2’s in the country as a whole.
NET INCREASE IN OWNERSHIP
% CH
CUMULATIVE INCREASE
CUM. % CH
92/3
93/4
YoY
92/3
93/4
YoY
SEP
52
6
-88
52
6
-88
OCT
50
30
-40
102
36
-65
NOV
48
48
0
150
84
-44
DEC
10
90
800
160
174
9
JAN
44
30
-32
204
204
0
FEB
39
28
-28
243
232
-5
All Figures in 000's
Source: GfK
SATELLITE DISH OWNERSHIP - PROFILES BY SOCIAL CLASS
DEC 93 INDEX
SOCIAL CLASS
JUNE 1991
DEC 1992
DEC 1993
VS G.B
AB
14.1
16.9
18.4
109
C1
26
24.7
26.6
104
C2
32.5
33.8
34.3
135
DE
27.4
24.6
20.7
64
GFK Home Audit: 0932 354911
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