Big Surprises In TV Viewing Study.

On the eve of the television upfront marketplace, the Cabletelevision Advertising Bureau released the initial findings of a study-conducted by Knowledge Networks/SRI-that contradicts long- held notions of TV viewing. Called “How People Use TV 2004,” it is a landmark comparison of broadcast and cable viewer patterns, preferences, and responses to advertising. In a presentation to the National Cable and Telecommunications Association national convention audience, KN/SRI senior vice president Maura Clancy and CAB president Sean Cunningham presented several key changes in the TV landscape:

* TV is TV: The set itself is the destination. Fully half of all viewers turn on the TV with no particular destination in mind. They are equally likely to go first to a cable network as to a broadcast network, and they are equally likely to watch either programming option for the same duration.

* Viewer perception: Ads work better on cable. There is a marked difference in attitudes toward advertising on broadcast and cable networks. Fully 43% of viewers said they were inclined to buy products from advertisers on cable networks, whereas 36% would buy a broadcast advertiser’s brand. Similarly striking is the difference in perceived clutter. One-third of adults 18-49 said the volume of ads on broadcast networks detract from their enjoyment of programming, compared to 23% for cable shows.

* Viewer perception: Cable is more central to my life. From how networks fit their lifestyles to what programming dominates water-cooler conversations, the majority of viewers cite ad-supported cable channels over broadcast networks. For example, 57% of viewers said cable networks “consistently show the best programs,” versus 19% who cited broadcast networks. Some 42% of viewers said new programs made them want to watch cable more, while 20% said the same of broadcast networks; and 49% said it’s always worth checking what’s on cable, whereas 17% felt the same about broadcast networks.

* “Primetime” isn’t prime time for all demos. For instance, men 18-34 are watching TV principally from 10:00 PM to 1:00 AM, concentrating viewing in a very different group of programs from what is considered “primetime.”

“All exposure is not created equal,” said KN/SRI’s Clancey. “At a time when 50% of households have three or more TV sets, and 78% of viewers are doing something else while watching TV, advertisers need to be airing their commercials on the networks and programs that get people’s attention. That is the purpose of these important studies.” From February 23 to March 24 of this year, KN/SRI interviewed more than 2,000 TV viewers for an average of 26 minutes each. Respondents were asked about what they viewed the previous evening, their attitudes toward different viewing options, and their attitudes and actions taken relative to advertising on broadcast and cable networks. Importantly, a number of leading advertisers and major advertising agency research directors were consulted about the design of the study, from the format to the questions to the provider. “We set out to answer the industry’s questions,” said CAB’s Cunningham.

“Advertisers want to know how to navigate an expanded TV universe. There’s no question that viewers are responding more powerfully to cable programming and advertising. Now that the weekly reach of cable and broadcast networks are
equal, smart advertisers will follow the viewers and put their money where the attention is-on cable.”