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Cable Growth Charts Summary

Every year, every quarter, every month and every week…Cable ratings grow while Broadcast ratings shrink, for all targets. Consequently, Cable's reach continues to grow while Broadcasts' reach contracts, for all targets.

It's a whole new world - One TV World - where viewers are just as likely to watch Cable programming as a first destination as Broadcast. In today's One TV World, Cable has leveled the reach playing field among all advertiser targets. Also, Cable networks alone can now reach considerably more Men 18-24, Children 6-11, and Teens 12-17 than Broadcast.

Cable's continuous investment in its programming has benefited consumers by delivering original, compelling and high-quality content that attracts viewers and programming awards. As Cable networks continue to invest heavily in their programming with a projected $13.4 billion for 2005, Cable will continue to win the hearts of viewers and critical acclaim.

Week after week, year after year, Cable's programming continues to shatter viewing records, making Cable the leading source of entertainment and information for TV audiences of all ages. There is no viewing source that has grown like Ad-Supported Cable. In 2004, Nielsen reported viewing to 65 national Cable networks - with over half of them now distributed in more than 70 percent of U.S. TV homes. In the 2003/04 Broadcast season, Ad-Supported Cable once again surpassed national and local Broadcasters' combined share level on a Total Day basis by a healthy 5.4 points - earning a 46.5 share. Cable's remarkable growth came from both ends of the age spectrum - especially young adults.

In 2004, Cable put consumers in control. Cable operators and programmers continued to empower consumers by offering them a range of flexible options to serve their communications, entertainment and information needs as Cable's offerings continue to grow, Cable will continue to deliver more choice, convenience and control to consumers than ever before. Despite intense competition from satellite TV, wired Cable continued its expansion in 2004. A special study by Nielsen demonstrated through the first three quarters of 2004, Ad-Supported Cable in wired Cable households delivered 15.5 million homes on a Total Day basis - an increase over last year.

Locally, multiple system operators continue to make planning and buying local Cable easier which will spur the growth of local, regional and national spot Cable. Interconnects, which allow advertisers to buy Cable spots across multiple systems in a DMA - with one order, one tape and one invoice - have more than tripled over the past few years with 150+ interconnects projected for 2005. In addition this past year, all of the nation's major MSOs have committed to 100 percent Electronic invoicing capability in all DMAs.

Year after year, Cable continues to deliver quality programming year after year, capturing more viewers and awards than ever before. The ultimate form of approval for Cable can be found in how much Americans nationwide are willing to spend for it. Last year, Americans spent $57 billion on all Cable services, and we expect that figure to grow 11% to $64 billion in 2005.

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