Cabletelevision Advertising Bureau - - Proprietary Research Series

“How People Use Television”

A Qualitative Comparison of Cable TV Viewers and Broadcast TV Viewers

Cabletelevision Advertising Bureau - - Proprietary Research Series

Source: CAB How People Use TV Study; Feb/March 2004 – SRI/Knowledge Networks

Cable’s Unique Product Attracts Viewers

% Describe Programs Usually Watch on “Broadcast” or “Cable” Networks

9

11

13

11

10

19

20

21

68

57

48

39

Programs I can'tfind anywhere

else

Consistently showbest programs

Look forward totime watching

Consider myselfloyal to these

Cable

Broadcast

Equally

Cabletelevision Advertising Bureau - - Proprietary Research Series

Viewers Strong Attachment to Cable Programs

% Describe Programs Usually Watch on “Broadcast” or “Cable” Networks

17

7

13

17

20

25

49

42

34

Always worthchecking what's

on

Recent newprograms have

made me want towatch more

Set aside time towatch programs

Cable

Broadcast

Equally

Source: CAB How People Use TV Study; Feb/March 2004 – SRI/Knowledge Networks

Cabletelevision Advertising Bureau - - Proprietary Research Series

16

11

16

21

15

23

44

46

47

"I talk about thesenetworks to

others"

"These networkscomplement my

lifestyle"

"I would missthese networks if

they were nolonger available"

Cable

Broadcast

Equally

Cable Delivers Viewer Connections

% Describe Programs Usually Watch on “Broadcast” or “Cable” Networks

Source: CAB How People Use TV Study; Feb/March 2004 – SRI/Knowledge Networks

Cabletelevision Advertising Bureau - - Proprietary Research Series

17

24

28

32

31

34

51

44

38

"Ads I see onthese networksare generally

more interesting"

"I tend to payattention to ads

on thesenetworks"

"Ads on thesenetworks are

more relevant tome"

Cable

Broadcast

Equally

Ads Work on Ad-Supported Cable

% Describe Programs Usually Watch on “Broadcast” or “Cable” Networks

Source: CAB How People Use TV Study; Feb/March 2004 – SRI/Knowledge Networks

Cabletelevision Advertising Bureau - - Proprietary Research Series

29

21

22

33

36

35

38

43

43

"Companies that advertise on thesenetworks have a commitment to

quality and excellence"

"I'm inclined to purchase products andservices from companies thatadvertise on these networks"

"Advertising on these networks is animportant source of information about

products and services"

Cable

Broadcast

Equally

Brands are Sold on Ad-Supported Cable

% Describe Programs Usually Watch on “Broadcast” or “Cable” Networks

Source: CAB How People Use TV Study; Feb/March 2004 – SRI/Knowledge Networks

Cabletelevision Advertising Bureau - - Proprietary Research Series

CAB’s How People Use TV StudyUnderstanding Viewer’s Relationship with Television

Methodology• Sample: More than 2,000 Adults 18-64; More than

2,500 programs investigated• Methodology: 26 Minute RDD Telephone Interview on

Yesterday Evening 8P-1A Viewing• Conducted by SRI/Knowledge Networks• February – March 2004