Nielsen: on demand users are heavy TV viewers.(Comcast Corp.'s Page Thompson's opinion on video on demand)
Multichannel News, March, 2006 by Stump, Matt
Video-on-demand viewing does not cut into traditional television viewing, according to a joint research report from Nielsen Media Research and Comcast Corp. In fact, there's a direct correlation between heavy TV viewership and heavy on-demand usage.
The results, said Page Thompson, vice president of on demand for Comcast, are important because they put to rest fears that heavy on-demand usage cuts into traditional TV viewing.
"In the past, we've always said we've never seen any cannibalization of linear rating based on usage of on demand," Thompson said, based on some internal studies by Comcast. "We've never had a third party look at the actual usage data in households and confirm on demand does not cannibalize linear ratings until now....
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