The number of broadcast-only homes is on the...
The number of broadcast-only homes is on the rise for the second year in a row, a 2013 Home Technology Monitor study by market research firm GFK shows, according to a blog post by the company (http://bit.ly/15nrQ8V). “We're seeing 19.3…
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percent of TV homes reporting broadcast-only reception, compared with a level of 17.8 percent in 2012, and as low as 14 percent as recently as 2010,” said Dave Tice, GFK senior vice president-media and entertainment, in the blog post. In 2013, roughly 22 million homes rely only on broadcast rather than pay TV, Tice said. However, Tice said the study points to cost savings rather than viewing behavior as the motivator behind the shift. He said more than 60 percent of respondents said they cancelled pay TV service to cut costs, while “far fewer mentioned cord-cutting because of online viewing options.” Tice said. “Broadcast-only levels are even higher among minority and lower-income homes, as well as with younger householders,” he said in the blog post. Although Tice admitted online streaming and other video options might also be driving cord cutting, he said the data doesn’t point to them as the “primary driver” behind the shift. “It’s really been driven by economics,” said Tice. “Whether it remains that way going forward is anybody’s guess.” “GFK’s research should put to bed the myth that broadcast TV is dying,” said an NAB spokesman.