Nielson surveyed about 5,800 adults by phone at home during prime time in the first week of February. Of those watching network TV, 12.9% recalled at least one commercial; For cable, the recall was slightly less, 12.4%. The study also found a majority of viewers continue watching commercials between programs. For network TV, it was 63.1%; for cable, 62.2%.
CAB President-CEO Joe Ostrow said the study proves "cable viewers do not automatically zap through the multichannel spectrum to circumvent commercials. In fact, they're as attentive to commercial messages as broadcast audiences."
Concluded Jonathan Sims, VP-research at CAB: "Broadcast televison and cable TV are equally effective."
Copyright March 2000, Crain Communications Inc.