Survey Shows Cable Households Are Heavier Viewers

The first major survey of cable television households shows that they are heavier viewers of television, with men and 10-15 year olds watching most. It also shows that viewing behaviour differs in comparison to other multi-channel households.

The cable industry commissioned RSMB Television Research provides extensive information regarding the profile of cabled households and their individuals, including analysis of their television viewing behaviour. Results indicate that cable and satellite channels gain an increased share of viewing in cable households at the expense of terrestrial channels.

Cable Households vs Cable/Satellite Households Average Hours of Viewing

Other results show that cable and satellite channels reach more individuals in the cable universe than terrestrial and cable exclusive channels perform relatively well within their target audiences, in particular in comparison to Sky specialist channels:

• Channel One achieves higher average reach of all men than Sky News in the London universe (13.5% compared to 13.1%)
• the majority of cable channels deliver a male bias audience, but SelecTV audience profile indicates a stronger female appeal with an index of 114 females vs all adults
• Sci-Fi Channel results were consistent with BARB cable/satellite data and demonstrated a strong performance (it achieved a 2.6% share of adults 16-34 yrs viewing, comparable with BBC2 3.1% share and higher than Discovery 1.4%, Eurosport 1.9%)
• The Box achieves a higher share of viewing (1.8%) of teenagers 10-15yrs than MTV (1.5%) and VH-1 (0.8%)
• L!ve TV also reaches more men that Sky News (46.1% versus 41.8%)
• Travel Channel obtains a higher share of viewing and reaches more individuals than Sky Travel.

Average weekly reach figures demonstrate that, in combination, the major cable channels reach over half of all individuals, 75% of all men and 75% of adults 16-34 yrs in their cable universe. Total cable and satellite channels achieve higher average weekly reach among all adults than total terrestrial reach (93.6% versus 92.8%). Cabled households are also larger and relatively young in comparison to terrestrial households. The average cable household has 3.02 individuals compared to 2.99 in multi-channel households and 2.43 for all TV households.

All Individuals Profile By Age (%)

Cabled households are heavy users of new technology: 34% have a games console and 29% have a home or personal computer. The national average is 24% own a PC and 21% buy computer games. 26% of cabled households also have 2 or more cable connected sets.

Cable Research Group: 0171 432 3222