CTAM Honors Research Execs


The Cable & Telecommunications Association for Marketing has announced the winners of its research case study competition: Sue Rynn, vice president of research for ReplayTV Inc., and Horowitz Associates Inc. president Howard Horowitz.

Rynn's study on the impact of personal video recorders was co-submitted by Beth Uyenco, senior vice president of Optimum, a division of DDB Worldwide. The study tracks consumer interest in the PVR category in separate surveys conducted in December 1999, January 2000 and August 2000.

The studies examine the increased desire to control and time-shift television viewing among consumers facing greater time constraints.

CTAM has invited Rynn to share the results of the ReplayTV study at its 18th annual research conference, scheduled for Jan. 28 to Jan. 31 in Bal Harbour, Fla., CTAM vice president of research Barbara Gural said.

The research for the second winning study, titled Bundled Services 3: A Study of the Competitive Market for Bundled and Broadband Services, was conducted by Horowitz and Associates in a national survey of 801 cable and non-cable consumers in July of 2000.

In the bundling study, seven out of 10 respondents mentioned at least one advantage to receiving a bundle of residential communications services, such as single billing or price discounts. Nearly half of those surveyed also named at least one negative to bundling, such as being locked into a single provider if any problems arise with the service provider.

Each year, CTAM names research award winners in two categories: programmer or distributor and independent research firms. Entries are judged on five criteria: presentation, methodology, content, results and originality.

Last week, CTAM released research of its own in its Pulse
publication, noting that 61 percent of cable and satellite television customers read all or some of their bill inserts.

Another 31 percent throw all their bill inserts away, while 8 percent let someone else read the inserts.

But 70 percent said they find bill stuffers annoying, whether or not they also admitted that they tend to read them.

Discounts and coupons rate as the most popular bill inserts. The survey showed that 70 percent of consumers who do read bill inserts will redeem the coupons at some point.

The study was based on a telephone survey conducted in mid-October by CENTRIS.