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Cable Marketing & Media Planning Charts Summary

Television is a fantastic reach medium, and it achieves that reach – unlike radio, magazine and newspapers – through the persuasive use of sight, sound and motion. In today's One TV World, Cable has leveled the playing field when it comes to reaching advertisers' key targets. Cable's ability to be used as a broad reach medium or a highly refined targeted medium is undeniable. With superior branded television networks, Cable ensures more and deeper consumer connections.

Over the years, TV viewers have affirmed Cable's strength by spending more and more time with its first-class programming. In fact, more viewers are now tuning to Cable programming than Broadcast programs.

To prove Cable television as an equal to Broadcast, the CAB conducted a landmark study in 2004 with Knowledge Networks/SRI – that contradicted long held notions of TV viewing. The How People Use TV Study (2,000 Adults interviewed from 2/23-3/24/04) compared Broadcast and Cable viewing patterns, preferences, and responses to advertising.

Some key findings:

• The results clearly demonstrate "It's all just TV" with Cable holding an advantage in the minds of many viewers. More than half of all viewers turn on the TV with no particular destination in mind as they equally go to Cable first as they do to Broadcast.
• Cable delivers viewer connections: From how networks fit their lifestyles to what programming dominates water-cooler conversations, the majority of viewers cite Ad-Supported Cable channels over Broadcast networks.
• Ads work better on Cable: Viewers are more likely to buy products from advertisers on Cable nets (43% v. 36% for Broadcast).

Quintessentially, according to Cable viewers, Cable programming is top notch in terms of quality, top of mind awareness, and value for their entertainment dollar.

Additionally, Cable offers the natural filter of the upscale Cable universe, which consumes the majority of goods and services. Conversely, Broadcast ratings include Broadcast-only homes – those non-Cable homes which tend to be downscale and are over-delivered in Broadcast-only buys. For every 100 U.S. household Broadcast GRPs bought, 157 are delivered against non-Cable homes (on Total Day basis). Today, the average Cable household income stands at $68,381/year – now 22% higher than the non-Cable home.

Cable proves its ability to be closer to the consumer and closer to the sale as it can reach a broad spectrum of viewers or pinpoint targeting through a selection of specific Cable networks and/or local systems. With superior branded television networks, Cable ensures deeper consumer connections.

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