2008 CABLE SHOW: TV’s The Medium Of Choice: CAB Study


New Orleans -- Television is the top medium as the primary source for product and information and driving consumers to the Internet.

Those were among the findings from research completed by The Cabletelevision Advertising Bureau in conjunction with Scarborough Research. “The CAB Multi-Media Study,” results of which were revealed Monday during the cable ad group’s CAB University presentation at NCTA’s The Cable Show ‘08 here, found that TV remains the preferred medium among consumers, gauged against a number of criteria.

The study came in response to marketplace requests for a survey examining consumer attitudes toward such media as TV, newspapers, radio, out-of-home, Internet and magazines.

The data, gleaned by Scarborough re-contacting 2,600 respondents in its syndicated consumer sample group, reflected answers to such queries as: which media is the primary source for information across product categories; understanding which media are the best drivers of consumers to the internet; what do consumers think about different media; which attributes best describe each media; and a gauge as to how viewers distinguish between cable programs and broadcast network programs across many key attributes.

One key finding was that consumers said TV advertising cues them to visit brand Web sites by as much as 2:1 over newspaper and radios, and 50% more than magazine messages. Moreover, the survey found than one-quarter of those respondents (26%) that saw a brand ad on TV sought out more information on the brand Web site within the past 30 days

When it came to the question where consumers received their information on a variety of topics, from politic and sports news, to travel and decoration information, networks received between 14%-300% higher agreement grades than the other media.

Whereas TV was once thought of as the best medium for developing awareness, the data shows that the medium was effective through the “purchase continuum”-- helping consumers differentiate between products to deciding which product to buy and where to buy it

 For more news from NCTA's The Cable Show '08, click here.