Majority Watching Cable Without a Subscription

  • December 10, 2002
Four out of five people (80%) from non-cable households – those without cable or satellite television access at home - still manage to watch cable television networks, according to the latest finding from Arbitron's Portable People Meter (PPM) market trial in Philadelphia. The Portable People Meter is an electronic audience measurement device that is carried by consumers wherever they go. This gives the PPM the unique ability to track television and cable viewing outside the home. An analysis of television viewing behavior found that nearly one-in-three (29%) people living in non-cable households are exposed to a half hour or more of cable per day. One in twenty (5%) are exposed over two-and-a-half hours per day. While cable does reach people in non-cable households, Arbitron's PPM-encoded broadcast television stations account for the 93% of exposure to television in the Philadelphia market. Even in cable homes, encoded broadcast television stations account for nearly two-thirds (62%) of television exposure.
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