HDTV Customers Are Happy With Picture Quality, Less Enthusiastic About Programming Options, Nielsen Finds

HDTV Customers Are Happy With Picture Quality, Less Enthusiastic About Programming Options, Nielsen Finds

Discovery HD Perceived Having Best Picture

NEW YORK, Oct. 3 /PRNewswire/ -- High definition (HD) television owners are much more satisfied with the picture quality of HD television than they are with the amount or selection of HD programming, The Nielsen Company reported today.

According to Nielsen Media Research's 2007 High Definition Survey, 85 percent of HD owners gave a 4 or 5 rating (with 5 meaning "excellent" and 1 meaning "poor") for picture quality but only 39 percent provided the same rating for programming selection.

Table 1
How would you rate each of the following?

Response Picture Quality HD Programming Selection

5 -- EXCELLENT 47.9% 11.7%
4 -- ABOVE AVG. 37.4% 27.5%
3 -- AVERAGE 10.3% 37.6%
2 -- BELOW AVG. 1.2% 13.5%
1 -- POOR 2.0% 7.6%
Don't Know 1.0% 2.1%

Women were slightly more positive about HD picture quality than men. There was no difference among cable vs. satellite subscribers. Respondents, in general, were less happy with the actual number of HD channels they receive, as fewer than 40 percent were somewhat or very satisfied with the amount or selection of HD programming. Women and older respondents - ages 50+ - were most positive, while those with an HD-DVR unit were least satisfied with the HD channel selection.

"Nielsen's High Definition Survey shows that HD technology is outpacing content, although a few networks do score high in consumer satisfaction," said Steve McGowan, Nielsen Senior Vice President Client Research Initiatives. "Television owners clearly feel that HD viewing is a more intense experience than standard television and there are early indications that the acquisition of an HD television can, initially at least, stimulate the type of television that is viewed."

Reported TV Viewership

Sports and movies are the categories most frequently watched in HD with only twelve percent of respondents indicating that they never watch movies in HD at home. Music and reality shows are the least frequently watched HD content (See Table 3). ESPN HD was the most popular sports channel, Discovery HD was the most watched channel for documentaries and HBO HD was the most watched channel for movies (See Table 3).

Table 2
HD Owners who frequently watch the following on HDTV at home

Genre Response

Sport 42.8%
Movies 38.0%
Scripted Dramas 28.1%
Documentaries 23.8%
Scripted Comedies 19.4%
Reality Programming 11.1%
Music 9.6%

Table 3
Most-Watched Networks for Various Program Types

Program Type Most Watched Network

Sports ESPN HD
Documentaries Discovery HD
Movies HBO HD
Scripted Dramas CBS HD
Unscripted Reality Fox HD
Scripted Comedies CBS HD
Music PBS HD

Other highlights of the study include:

-- There was no runaway winner in terms of which network provides the
"best picture," but among HD networks, Discovery HD Theater ranked
first (12.7%). CBS HD and NBC HD tied for second.

-- Nearly one-fifth (19.7%) of respondents reported that they watch more
TV since they got their HD set.

-- Consumers continue to embrace television as an entertainment platform
and many are investing in sophisticated home theater centers, with a
HD television as the centerpiece. Nearly three-fourths of respondents
placed a
set in the family/living room (74%).

-- Far more than one-half (60%) of respondents get their HD signals from
a cable provider and nearly another one-third (31%) from a satellite
provider. Only about six percent reported receiving HD signals via an
antenna or over the air. Comcast, DirecTV and Time Warner were the
three largest distributors reported among participants.

-- Over one-third of respondents report getting at least one premium pay
channel, led by HBO, Showtime and Starz!

Methodology

Nielsen Media Research conducted a telephone survey with 511 respondents from June 28, 2007 until July 10, 2007 to learn how satisfied HD owners are with their TV set as well as the HD programming they receive. Respondents were previously identified through a telephone omnibus survey as HDset owners who also receive HD content.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.

FCMN Contact: brandi.preston@nielsenmedia.com

Source: The Nielsen Company

CONTACT: Gary Holmes, +1-646-654-8975

Web site:

http://www.nielsen.com/

-------
Profile: intent