CBS Research Releases Digital Media Consumption Study

NEW YORK, January 5: CBS Research has found that viewers
with broadband and digital TV connections at home are most likely to watch the
top broadcast network prime-time shows.

The findings are part of CBS Research’s new study on digital
media consumption. The report was released ahead of the Consumer Electronics
Show in Las Vegas. It was led by David F. Poltrack, the chief research officer
at CBS Corporation and president of CBS Vision.

"This data clearly show a correlation between
connectivity and primetime television viewing," said Poltrack.
"Consumers who embrace the new media are the heaviest viewers of the top
network primetime programs, and this sector of the audience is growing. By offering
them new ways to connect to their favorite shows—whether it's websites,
podcasts, ringtones or other mobile features—we've been able to deepen
the bond these fully connected viewers have with our programming.”

The study also found that as more TV viewers become aware of
the 2009 deadline for broadcasters to switch to full digital transmissions, the
likelihood of them investing in new digital TV sets increases by 40 percent.
“Their attitudes towards investing in technology, like advanced home
entertainment centers, to watch their favorite shows, changes radically,”
Poltrack said. “These findings really demonstrate the potential the broadcast
networks have to further engage the public with our content as new technology
expands our distribution options."

The research notes that the “fully connected” segment of the
population—those with broadband and digital TV at home—has risen
from 22 percent in the fall of 2005 to more than 30 percent in the fall of
2006. In addition to being the most likely to watch the top broadcast network
programs, this segment visits network television websites and is increasingly
likely to stream clips and full episodes of network television programs.

Less than 30 percent of the population is aware of the 2009
analog switch off, and half of those people have already purchased a digital
set and another 30 percent plan to before the changeover. Of those who are not
aware, when told of the change, 40 percent stated that they would upgrade to a
digital set before 2009.

Fifty-six percent of those surveyed were aware that you
could watch network television programs by streaming them over the Internet. Of
those, 46 percent have already streamed at least on program. For those not
aware, when told which programs were available for streaming, 62 percent
selected at least one of the 33 available shows that they probably would watch
via streaming in the future.