C3 Ratings Better For Broadcast Than Cable

by Wayne Friedman, Jul 20, 2007, 8:45 AM

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BEVERLY HILLS, CALIF. -- CBS says "broadcast networks will increase audience share at the expense of the cable networks" when it comes to the new world of commercial ratings and new digital platforms.

David Poltrack, chief research officer of CBS Corp. and president of CBS Vision, said in a presentation to the Television Critics Association summer tour here that the long-term implications of commercial ratings will help to lift broadcast networks beyond cable networks.

For instance, looking at commercial ratings plus seven days of DVR playback during May of this year, broadcast networks improved 13% among 25-54 viewers, versus program ratings of the same period. Cable networks gained 3%.

Across other metrics, it's the same story.

For commercial ratings plus three days of DVR playback--so-called C3--among adult 25-54 viewers during the month of May, the broadcast networks lost 2% relative to their program ratings. This is in comparison to cable networks that lost 8%. Examining same-day live commercial ratings, the broadcast networks were down 6% versus cable networks that were down 10%.

Poltrack believes the DVR impact, as part of the commercial ratings, will also benefit broadcast--only losing 1% in C3 ratings versus program ratings. By contrast, cable will be down 8%.

Poltrack's presentation, confirming other research findings, says the viewing of popular broadcast network shows will increase as DVR penetration increases.

In the second quarter of 2008--around the time of the next upfront advertising market--Poltrack estimates that DVR penetration will grow to 25% of U.S. TV households from 16% in the second quarter of 2007.

CBS notes that there is a slight decrease in ad recognition when it comes to viewing DVR commercials versus commercials that are seen in real time. Awareness of specific brands recall among DVR owners was 41% in playback versus 44% in real time.

In regard to commercial-skipping, CBS says 52% of the time DVR owners "sometimes notice ads," 26% of the time they "rarely notice ads," 15% of the time they "always notice ads," and 7% of the time they "never notice ads." CBS also disclosed that so-called engagement statistics--highly desired by TV marketers--is the highest of other networks and cable overall.

Among 18-49 viewers, from September 2006 to May 2007, per IAG Research, CBS scored a 76% program engagement score. ABC had 74%. CW, Fox and NBC each had 73%. Cable networks on average had a 59% number.

Even with the incursion of new digital platforms, CBS research said television "is likely to maintain its dominant cultural and marketing position in the 21st century."

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