Study: Movies Drive Cable

Sep 29, 2004  •  Post A Comment

According to a study conducted by Warner Bros., theatrical features are a driving economic and ratings force in basic cable. The study found movies represent 82 percent of the top three basic-cable networks’ prime-time programming and help drive viewers to cable originals.

Among the findings:

  • Movies on basic cable often experience ratings increases upon repeated airings, exceeding prime-time averages even in their 30th run.

  • Movies perform well on niche networks such as Comedy Central, Sci Fi and VH1 and can heighten awareness of a network’s brand.

  • Multiplexing theatrical movies delivers ratings comparable with broadcast networks.

    The study was conducted by Warner Bros. Media Research.