Channels bloom, and viewers pick

IN the early ‘90s, according to Bruce Springsteen, there were “57 channels (and nothin’ on).” Now, according to Nielsen Media Research, there are 96 channels in the average U.S. home. And though they may have plenty on, the average person watches only 15 of them.

As the number of niche and boutique channels mushrooms, people are watching more TV than ever before, said Brad Adgate, research director for the New York-based media service company Horizon Media, who is familiar with the study. “In 1985, the average number of channels was 18. Now it’s approaching 100.”

Of course, viewers are not all watching the same 15 channels. People tend to have their favorite eight to 10 “destination channels,” followed by a second tier of back-up favorites if they can’t find anything they like, Adgate said. Those with TiVo watch more channels than people who don’t have it, he said. That’s because the system can reference a viewer’s profile to choose to record other programs on relatively unwatched channels.

Factors other than simple program preference are also in play, he said. If two channels show the same movie, a viewer might rather watch it on one of their destination channels, he said. Cable networks with low channel numbers, closer to the broadcast networks, tend to get stronger ratings than those with higher numbers.

The number of channels viewed does not increase substantially until the number of available channels in the home rises above 110, Nielsen researchers said. Homes receiving more than 40 channels tuned in to 12 to 20 channels, according to the updated annual study released last month. In homes with an average of 158 channels available, 20 of them are actually tuned in.

“This is only going to continue,” Adgate said. “The FCC says there are 530 national satellite-deliverable cable networks. A year ago there were 188.”

As a result, he said, some of the top-rated cable networks such as USA and Lifetime are now facing the sort of competition the networks once faced from cable. To retain their viewers, the more established cable networks are casting a wider net to reach a mass audience, Adgate said, citing ESPN’s decision to start showing movies.