Flemington, NJ, March 9, 2010 – A new media study among 407 viewers of ads that were sponsored by New York area WABC television and cable provider Cablevision Systems Corporation regarding their programming dispute revealed that viewer favorability decreased more for ABC than for Cablevision after viewing the companies’ attack ads.
The study was conducted during March 5-7 by HCD Research using its MediaCurves.com® website to obtain viewers’ perceptions of the dispute between Walt Disney Company’s WABC-TV and Cablevision in which WABC threatened to pull its signal until Cablevision agreed to pay additional programming fees. To view detailed results go to: www.mediacurves.com.
After viewing an ABC television ad, viewers’ favorability levels for the Cablevision company decreased from an average of 4.5 to an average of 3.8, based on a 10 point favorability scale. However, after viewing a Cablevision ad, viewers’ favorability levels for ABC decreased from an average of 5.4 to 3.9. In addition, while 41% of responders viewing the ABC ad had a less favorable perception of Cablevision, 60% of responders viewing the Cablevision ad had a less favorable perception of ABC. Furthermore, the majority of viewers (69%) reported that ABC was not justified in asking for additional fees from Cablevision.
Among the findings:
Please indicate how favorable you are of the following company using a scale of 1-7 where 1 represents, “Not at all favorable” and 7 represents, “Extremely favorable.”
|
|
Cablevision |
ABC |
|
Before Viewing Cablevision Spot |
4.5 |
5.4 |
|
After Cablevision Video |
4.5 |
3.9 |
|
Before ABC Video |
4.5 |
5.2 |
|
After ABC Video |
3.8 |
5.0 |
Has this commercial changed your perception of Cablevision?
|
|
ABC Video |
Cablevision Video |
Total |
|
Yes, my perception is more favorable |
12% |
21% |
16% |
|
Yes, my perception is less favorable |
41% |
15% |
28% |
|
No change in perception |
47% |
65% |
56% |
Has this commercial changed your perception of ABC?
|
|
ABC Video |
Cablevision Video |
Total |
|
Yes, my perception is more favorable |
11% |
4% |
8% |
|
Yes, my perception is less favorable |
34% |
60% |
47% |
|
No change in perception |
55% |
35% |
45% |
Please select the response that best describes your feelings toward the ABC/Cablevision dispute.
|
|
ABC Video |
Cablevision Video |
Total |
|
The network (ABC) is justified in asking for additional fees from (Cablevision) |
42% |
20% |
31% |
|
The network (ABC) is not justified in asking for additional fees from (Cablevision) |
58% |
80% |
69% |
While viewing the video, participants indicated their perceived levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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