Viamedia Survey: Cable is #1 for watching Television, Followed by Computers, Tablets, and Smartphones

Viamedia's 2013 Television & Advertising Survey also reveals that Americans are most likely to act on a commercial when watching it on their computer, followed by television set, smartphone, tablet and Smart TV

Jul 17, 2013, 08:00 ET from Viamedia

LEXINGTON, Ky., July 17, 2013 /PRNewswire/ -- Viamedia, the cable industry's leading independent cable rep firm and provider of online advertising services, today announced the results of its 2013 Television & Advertising Survey, conducted online among 2,029 American adults by Harris Interactive from June 24-26, 2013.  The survey, which was drafted based on Viamedia's experience as the country's largest non-MSO affiliated advertising sales organization, found that nearly all Americans watch television (97%) with 72% saying they watch cable TV and 33% watch on a device1 (tablet, smartphone, computer).


Of those US adults who watch television programming (97%), those between the ages of 18 - 34 (57%) are the most likely group to indicate that they watch on a device (other than TV).  Northeastern states show a stronger preference for cable television than the other regions (81% compared to an average of less than 75%).

A majority of TV watching Americans (59%) admit to having some degree of likelihood to act on a commercial they watch, with the strongest percentage saying they are most likely to do so when watching on a computer (29%), followed by television (24%), smartphone (21%), tablet (21%), and Smart TV (4%).  Television watchers in the Western region are more likely than those elsewhere to say they are most likely to act on commercials seen on a computer (38%) followed by the Midwest (31%), the South (27%), and the Northeast (26%). 

Of the 64% of Americans who watch on-demand programming, 69% say it is okay to air commercials during on-demand programming, and women were statistically more likely than men to be okay with it (74% v. 65%). 

"Viamedia's 2013 Television & Advertising Survey shows that cable is the preferred way to watch television, with watching on devices beating traditional TV," said Jeff Carter, Viamedia CEO.  "Our study has proven that a majority of Americans will act on commercials they watch.  At Viamedia, we are focused on driving revenue through the power of media. We provide video providers across the country with dependable, high quality representation of their advertising inventory, as well as, offering an extensive suite of online marketing services & solutions to help drive the business needs of our customers."

About Viamedia
Headquartered in Lexington, KY, Viamedia is a leading provider of outsourced local advertising sales services and provider of online advertising services. The company specializes in selling DMA-based advertising to local, regional and national advertisers on behalf of U.S. cable and telecommunications service providers, utility companies and municipalities. For more information on Viamedia, visit

Survey Methodology
This survey was conducted online within the United States by Harris Interactive on behalf of Grayling from June 24-26, 2013 among 2,029 adults ages 18 and older, of whom 1,958 watch television programming. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Deanna Siste at

1 Among those who own the devices

SOURCE Viamedia