| Want to update yourself on the latest industry studies? Then, check out CAB's "One TV World" presentation which highlights Cable's interchangeability with Broadcast as a reach medium. Our Unaided Recall study findings to prove that Cable is in fact equal to the Broadcast networks' primetime commercial effectiveness and find out how planners and consumers perceive Cable vs. Broadcast. Finally, our "How People Use Television" study examines how people's attitudes, actions and viewing of Broadcast and Cable networks has changed. |
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| • | Which Screen II
CAB releases finding of a second version of their 'Which Screen' consumer research study. The newest data released one year after the initial study found that widespread adoption and usage of video on multiple platforms by consumers has grown but has not surged to the degree previously thought within the industry and the media. |
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| • | Which Screen I
In response to calls from media agencies for more concrete insight regarding multi-screen advertising, the Cabletelevision Advertising Bureau released the findings of its 'Which Screen' consumer research study. |
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| • | One TV World is the Power of Television Today
Today's advertisers can embrace the power of "One TV World" to efficiently market their brands on some of the best developed TV brands today. This presentation informs buyers and clients on most current metrics where Cable for most demos has gained parity in share and debunks the myth of Cable being only a frequency medium, among others. |
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| • | One TV World 2004/2005 Mid-Term Report (Ratings & Reach In Extreme Detail)
Last year you re-ordered the Upfront television marketplace. You turned to Cable first and increased its dollar volume (+17%) versus the previous Upfront, while you held volume flat for Broadcast. With television viewers irrevocably in control in this One TV World 2004/05 television season, how do Cable and Broadcast ratings perform? See for yourself. |
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| • | Cable Levels Playing Field on "Reach-Ability"
CAB's custom analysis of Nielsen Respondent Level data proves that Cable can be used interchangeably with Broadcast. Over the last several years, Broadcast's reach capabilities have greatly diminished while Cable's reach has grown exponentially to practically match or surpass that of Broadcast. |
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| • | "How People Use TV" Segmentation Study
Based on the "How People Use TV" consumer database, the CAB developed a segmentation analysis to get a deeper understanding of these consumers. Each segment represents an important part of the television viewing population critical when planning television as they relate to media usage, psychographic attitudes and target reach. |
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| • | "How People Use Television" Study
This landmark study investigates how people’s attitudes, actions and usage of both the Broadcast networks and the Cable networks have changed. |
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| • | "How Planner and Consumer Perceptions Differ" Study
The 2003 Mediapost/Insight Express "How Planner and Consumer Perceptions Differ" study was conducted to understand the effectiveness of different media among consumers and advertisers. Cable demonstrated advantages in most study categories. |
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| • | Unaided Recall Study
In August, 2000, the CAB released the results of the largest unaided recall study in the history of the television medium. These results provide the strongest statistical proof to date that cable is equal to the broadcast networks in primetime commercial effectiveness. |
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