PPM: Noncable Viewers Viewing Cable


Arbitron Inc.'s latest findings from its "Portable People Meter" trial in Philadelphia, released Tuesday, showed that 80 percent of people who don't have cable or satellite services still manage to watch cable programming.

That's because the PPM picks up the ratings sample's out-of-home cable viewing -- for instance, at the homes of friends and family, at bars and the like -- an Arbitron spokeswoman pointed out. This especially applies to consumers under age 35, the researcher noted.

Nearly 30 percent of noncable households watch a half-hour or more of cable programming per day, with 5 percent viewing more than 2.5 hours daily, Arbitron said.