Earlier quoted context omitted.
My family, my wife's 4 sisters' families, her mom, my mom = zero ESPN viewing. Moving on to friends...
Are all these families cable subscribers? And the number essentially means 19 of 20 "cable families" have zero ESPN viewing. Maybe I'm wrong, but I don't see that being a realistic number the methodology that created the 95% statistic wasn't exactly solid.
Yes, all cable subscribers.
I suspect people tune into ESPN occasionally (a "luxury" made possible by bundling) but would not choose to subscribe to it separately.