Viewers prefer cable to networks

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Most TV viewers chose ad-supported cable over broadcast networks as a singlesource for the best programming in four key categories: sports, kids' shows,news/information programming and movies. The May 11 to 15 telephone survey of665 adult cable subscribers, conducted by Chilton Research Services for theCabletelevision Advertising Bureau, found that cable networks were the top source for children's programming by a margin of seven to one. Cable was chosen as the top sports programming source by a margin of four to one; cable also had a margin of nearly two to one as the source for news and information programming; and cable (cited by 33.3%) nudged out broadcast (26.1%) as the source for movies. The study also found that younger viewers preferred cable in all four programming areas by margins as high as eight to one.

Copyright July 1995 Crain Communications Inc.

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