• by Paul Gough , November 8, 2002

A new report by Knowledge Networks/SRI says most of the broadcast networks rank near the bottom in reaching viewers who have the most technology in their homes.

The report studied regular viewers of 31 networks. It found that cable channels had among the highest rates of technology ownership and two premium channels - HBO and Showtime - topped the list. Other channels that fared well in the study include MTV, The Disney Channel, Cartoon Network, VH-1 and TLC. Most of the broadcast networks didn't fare so well, with only The WB and UPN cracking the top 10.

David C. Tice, vice president of client service at Knowledge Networks/SRI, says the research helps planners find the best venues for reaching consumers who are in the market for high-technology. The study included high-tech devices like digital cable, digital satellite, DVD players, home computers, cell phones and broadband Internet access.

"Everybody's trying to figure out where the industry is growing, with the influx of digital technology. There's a lot of interest in accurately knowing what the impact of those technologies are," Tice says.

Among all TV households, the top 10 were: HBO, Showtime, MTV, Disney Channel, VH-1, TLC, Nickelodeon, Animal Planet, ESPN and A&E. Among cable-plus households, the top 10 were: HBO, Showtime, UPN, MTV, The WB, VH-1, Disney Channel, Cartoon Network, TLC and Nickelodeon. The study found that among households with cable-plus service, those that watch HBO regularly have the highest levels of technology ownership.

"HBO is the clear leader," Tice says. He says that's probably in part a result of the way households receive HBO. The premium service appeals to viewers who have the additional income to afford it and most people need to get a set-top box to receive HBO, he says. The report says a lot of HBO subscribers have cable and have access to broadband Internet service.

By the same token, most of the broadcast networks ranked in the bottom third of the top 31 list.

"It's probably a legacy of how people receive their television," Tice says. Some people can only receive broadcast television over the air, which gives them fewer opportunities to own higher technology. The two networks that did well in the study, UPN and The WB, appeal to a younger demographic. Tice says that besides income, having children in a household is a prime indicator of having a higher technology level. He points to other networks that did well in the study - Disney Channel, Cartoon Network, Animal Planet, Nickelodeon - all are marketed as children and younger adults.

The success of HBO and Showtime might be cold comfort to planners who would want to reach these consumers, since the networks' prime shows like The Sopranos and Sex in the City don't accept advertising.

"It doesn't help planners to place ads, but it's an informative way to place the others [channels] in context," Tice says.