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TV Viewing and Cable Growth

The rise of solo TV viewing - driven by multi-set TV homes and a rapid expansion in programming choices, creates a unique opportunity for marketers to connect with consumers in the shows they personally select.

Cable hit 50% penetration in 1985/86. Since then, penetration has increased 68% while its share of viewing has increased 460%. Therefore, not only is cable programming present in more homes, it is an increasingly significant part of the media landscape.

The average cable home spends nearly 34 hours a week (or almost 5 hours a day) watching ad-supported, basic cable.