NEWS: Generic cable push boasts 20 per cent boost in awareness

The Cable Communications Association has hailed its generic advertising campaign as a success following a strong response to its information hotline and an increase in awareness of cable.

The Cable Communications Association has hailed its generic advertising

campaign as a success following a strong response to its information

hotline and an increase in awareness of cable.



The campaign generated 125,000 calls, 25 per cent more than the CCA

expected, and awareness jumped from 65 per cent to 85 per cent.



The first burst of the J. Walter Thompson ad campaign, which aimed to

establish cable as a single source home delivery system for television,

telephone and the Internet, was launched in April.



The results of the CCA post-campaign survey coincide with new figures

from the Independent Television Commission, which show that cable

telephony outstripped cable telephone subscriptions for the first time

in April. The number of cable telephone lines increased by 182,000 to

almost 1.47 million in April. Cable television homes rose by 96,000 to

more than 1.42 million. The ITC figures also show 30 per cent of homes

in cabled areas are connected.



‘The main issue was to raise awareness of cable and has jumped from 65

per cent to 85 per cent,’ the CCA marketing director, Mike Hayes, said.



Hayes described growth in subscriptions for cable operators as a result

of the campaign as ‘strong’, with a better uptake in London because of

the upweighted campaign in the capital.



‘We have no problem with the under-30 singles who are sold on cable. The

‘middle England’ family group is the most difficult,’ he said.



Hayes said plans for the second burst, which will run between September

and November, would not need to be altered, but may be slightly amended

to target the more elusive families group.