Highly Disciplined Research Shows True Nature of New Media Landscape
ALEXANDRIA, Va., March 31 /PRNewswire/ -- Amidst 50th birthday
celebrations of the color TV and swirling rumors of the death of traditional
television, CTAM (Cable & Telecommunications Association for Marketing) has
taken responsibility for clearing up the muddied and sometimes contradictory
picture of today's media consumer. The organization and its research
partner, Lieberman Research Worldwide, have unveiled the first in a series
of carefully-controlled looks at how consumers watch TV and use new media
-- setting the stage for tracking and predicting changes in behavior over the
next several years. The study, Tracking the Evolving Use of Television and Its
Content, is an unbiased "screen grab," designed to answer some of the most
critical questions facing the cable business, as it wrestles with providing
both traditional and new media services and content.
In order to create a true, baseline image, this benchmark wave of the
study employs the disciplined methodology of talking to consumers about their
most immediate, "last viewing" experiences. This leads to unique, in-depth
insights into the complex relationship people have with both their TVs and the
advanced technology-based services now coming to market.
"Though we are starting to see changes in the way people are deciding what
to watch on television, it's surprising how much 'appointment viewing' to
specific programs continues to dominate TV consumption," said Michael Pardee,
Vice President, Research, Scripps Networks. "However, as television viewing
dynamics evolve and as consumers continue to be confronted with greater choice
in both technology and content, this study will be able to track the changes
that occur," said Pardee, also Chairman of the CTAM Research Subcommittee,
which guided the study.
Here are some of the highlights:
Advanced technologies are making the early-adopters happy - but most
consumers still like plain old TV.
-- When asked about all the TV-related activities they engaged in last
night, nearly three-fifths of consumers (57%) report having watched
scheduled TV programs.
-- Going online is the second most frequent activity (22%).
-- Next -- consumers are watching pre-recorded DVDs and videos, with
about one in ten engaging in each of these activities.
Viewers still have favorites - and sit down to watch them at "appointed"
times.
-- Most viewers (64%) say they knew what program they were going to watch
when they turned on the TV.
-- Nearly half of all viewing (48%) is dedicated to watching a program
that viewers regularly make an effort to watch.
-- And viewers stick with their faves: 53% say they prefer to watch one
show and not change the channel while the program is on.
At the same time, viewers like having more choice. They do check out --
and stay with -- new channels.
-- Fifty-five percent of those who watched TV last night turned to their
favorite channels to see what was on.
-- Even though viewers report watching favorite channels most often, 50%
say they watched a new channel in the past year.
-- One third said they adopted two or more new television channels in the
past year, while 17% added one.
Digital guide drives new behaviors.
-- Nearly half (46%) of viewers in digital cable and satellite homes
think the interactive programming guide (IPG) "makes it easy to find
something to watch."
-- Adults 18-34, particularly women, are very positive about the IPG
experience.
And advanced technologies are on the cusp of mainstream adoption . . .
-- Forty-five percent say they are very or somewhat familiar with
high-definition television. Two in ten viewers say they'd like to buy
an HD television set, and the majority of those expect to get their
HDTV reception from cable (56%) vs. satellite TV (25%), or local
stations (9%).
-- Satellite subscribers currently report relatively low subscription to
high-speed Internet (20% vs. 44% in digital cable households), but
relatively high interest in getting the service (35% very/somewhat
interested vs. 30% overall).
-- Two-fifths (41%) of digital cable customers without high-speed
Internet service are interested in acquiring the service.
-- Of those adults interested in the new products, men beat the women for
HDTV (accounting for 60% of likely buyers and DVR (57% of likely
buyers). But the next wave of high-speed Internet customers includes
more women (57%) than men (43%). On Demand? It's a tie.
About the Study
This study was designed by the CTAM Research Committee -- whose members
include senior research executives from top cable companies and program
networks, and who were dedicated to taking an impartial approach -- and
conducted by Lieberman Research Worldwide.
"We've developed a study that is unique, wide-ranging and strategic, and
that will add valuable intelligence to the cable industry's body of knowledge
about the ever-changing perceptions and behaviors of consumers toward
television," said Tim Brooks, CTAM Research Committee Chairman, EVP Research,
Lifetime Television.
This benchmark wave of CTAM's tracking study seeks to understand three key
areas:
-- How are viewers using and responding to new viewing technologies and
platforms? Is their evolving relationship with technology driven by
understanding and interest or are they paralyzed by confusion and
indifference?
-- How are new technologies changing viewers' relationship with the
medium of television itself? What else are viewers doing with the TV
besides watching linear programming?
-- How are increased choices affecting viewers' relationship with TV
content? Given the multitude of new networks and programs, how can
programmers maximize the chances of their content breaking through to
potential viewers?
To answer these questions, both qualitative and quantitative research was
conducted. First, six focus groups were conducted in Philadelphia and Bala
Cynywd, PA from October 14 to 16, 2003. These were followed by the
quantitative component, in which a total of 1,201, 25-minute telephone
interviews were conducted among a national random sample of adults 18+ living
in cable and/or satellite households, from mid-November to early December
2003. Results on the total sample carry a maximum margin of error of +/- 3
percentage points at the 95% confidence level.
"Unlike other studies of this magnitude, this research is independent and
industry-sponsored," said Clay Collier, CTAM Vice President, Research. "In
addition, we used a regimented, highly-scientific approach -- guaranteeing a
top-notch, representative sampling procedure, and using the more specific
"last viewing occasion" method to more accurately capture true television
experiences," Collier continued
CTAM's Tracking the Evolving Use of Television and Its Content is
available for purchase. It includes an executive summary and report,
comprehensive charts and conclusions, data tabulations, and a PowerPoint
presentation of key findings. Interested persons should contact Clay Collier
at 703-549-4200 or clay@ctam.com.
The release and charts are also available at http://www.ctam.com in the News
Room.
CTAM, the Cable & Telecommunications Association for Marketing, is
dedicated to advancing consumer and business-to-business marketing excellence,
the mastery of new technologies, and strategic learning in cable, broadband
and other emerging media. As the industry's primary professional membership
organization, CTAM provides marketing education, information and research to
its members through a variety of services. In addition, CTAM directs a number
of national cable business initiatives.
For 30 years, Lieberman Research Worldwide has combined marketing
consulting with the highest quality marketing research. LRW is a leader
in all facets of entertainment research, and is one of the largest and
fastest-growing custom market research companies in the world. LRW is
headquartered in Los Angeles, California with additional offices in New York,
Chicago, Charlotte (North Carolina), and Orange County (California).
SOURCE Cable & Telecommunications Association for Marketing
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Related links:
http://www.ctam.com
CONTACT:
Phyllis Dickerson-Johnson, Director,
Communications and Media Relations, CTAM, +1-703-837-6575, or
phyllis@ctam.com; or Peggy Einnehmer, SVP & GM, Entertainment &
Media, Lieberman Research Worldwide, +1-310-553-0550, or
peinnehmer@lrwonline.com
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