CAB Releases Findings of it's Most Recent Consumer Research & Re-Contact Study
-- Television Remains Dominant Medium --
-- Consumers Say Television ‘Sells’ Down the Purchase Continuum --
New York, NY – May 19, 2008 – The Cabletelevision Advertising Bureau (CAB) recently completed new research entitled the ‘The CAB Multi-Media Study’ which found that television remains the preferred medium among consumers.
This proprietary study commissioned by the CAB and conducted by Scarborough Research had a primary objective to answer questions regarding consumer attitudes and usage across all media types. As with other recent proprietary research from the advocacy group, ‘The CAB Multi-Media Study’ was a response to requests from the marketplace for a survey instrument looking at the six major media including television, newspapers, radio, out-of-home, internet and magazines.
The data ascertained was focused on answering questions including:
The power of the custom survey conducted by Scarborough Research was in its unique methodology, which involved re-contacting 2,600 respondents already measured within the company’s syndicated consumer study. This allowed the CAB custom questions to be tabbed against all the marketing and media information already measured by Scarborough Research. The result was first-time battery of attitudinal media based questions across multiple media. The new research works in conjunction with the general Scarborough data providing another set of proof points that television remains the premiere consumer marketing media at the national, regional, and local level.
Re-Contact Key Findings
Some key findings the new battery of questions gathered included:
About the CAB
Founded in 1980, the Cabletelevision Advertising Bureau (www.thecab.tv) is a television advertising advocacy group dedicated to providing advertisers and their agencies with the most current, complete and actionable media insights at the national, DMA and local levels.
About Scarborough Research
Scarborough Research (www.scarborough.com, firstname.lastname@example.org) measures the lifestyle and shopping patterns, media behaviors and demographics of American consumers, and is considered the authority on local market research. Scarborough’s core syndicated consumer insight studies in 81 Top-Tier Markets and its Multi-Market Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough USA+ (a national database), Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 220,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).
The CAB Multi-Media Study (281 KB)
- Why Cable
- Local Cable
- Network Resources
- Press Center
- About CAB