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.