On Demand and DVRs Driving Viewers Back to Linear TV

Two-Thirds of DVR Users Find New Programs by Recording on Their DVRs

(Boston, MA – November 9, 2008) New research from CTAM shows that On Demand and DVRs are driving viewers back to linear television. Thirty-four percent of On Demand-only homes and 47 percent of households with On Demand and a DVR found a program on On Demand and then sought it out on the regular channel.

Almost six out of ten (59%) households with both On Demand and a DVR, and 49% of On Demand-only households report that they are more likely to try new programs because of On Demand. Two-thirds of DVR users also found new programming by recording it on their DVR.



“Many worried that that the On Demand and the DVR technologies would cannibalize linear viewing but these findings show the opposite is true,” said Char Beales, CTAM President and CEO.

These findings are in the October/November Pulse, which examines the adoption and usage of On Demand and DVRs, as well as how these technologies affect television viewing behavior. The research is based on the 2008 CTAM Co-op Study – Watching On Demand and DVRs: The Impact on TV Viewing. An online survey was conducted from April 29 – May 7, 2008. The sample includes 1,646 adults (A18-64) and 292 teens (A13-17), with sub-samples of 427 DVR-only households, 533 On Demand-only households, 497 DVR + On Demand households and 532 households with neither technology. This study has a +/- 4.0% margin of error at the 95% confidence level.

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CTAM, the Cable & Telecommunications Association for Marketing, is dedicated to helping the cable business grow. As a non-profit professional association, CTAM provides marketing education and networking opportunities to more than 5,500 members, through conferences, consumer research, publications, www.ctam.com, a network of regional chapters, and the CTAM Executive Management Program at the Harvard Business School. CTAM also facilitates unified, national cooperative marketing efforts on behalf of its corporate members, such as the Cable Movers Hotline (SM), Business Services Initiative, and On Demand Consortium. Consumers can learn about cable's advanced services and see offers from their local providers at the CTAM-supported www.ThisIsCable.com (SM).

Contacts: Diana Cronan, CTAM, Director, Communications and Media Relations, 703.837.6575, diana@ctam.com

Melissa Lee, CTAM, Communications Coordinator, 703.837.6577, melissa@ctam.com

201 North Union Street, Suite 440 - Alexandria, VA 22314
p.703.549.4200 - info@ctam.com

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