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Ad-Supported Cable Viewing in Wired Cable Homes On the Rise

ADS can tout its subscriber count all that it wants to but the fact remains that viewing to ad-supported cable* networks in wired cable homes** is higher than it has ever been. In fact, viewing to ad-supported cable in wired cable homes during the first quarter of the past five years has been on the rise. For primetime, from 1Q00 to 1Q04, delivery has increased by thirty-two percent. The total day period has seen an even larger rise. From 1Q00 to 1Q04, viewing has increased by thirty-five percent. It is viewing that ultimately counts and that is where wired cable continues to excel.

* Ad-Supported Cable: Tuning* to any national or local ad-supported cable network (includes individually reported Nielsen Media national cable network clients, non-client national cable networks, ad supported regional channels and ad-supported local cable origination channels).

*All tuning reported on Dual Feed basis.

** Homes capable of receiving cable network programming via a hard wire to the home (includes wired cable homes that also subscribe to Alternate Delivery Systems (ADS), i.e. DBS, SMATV, MMDS, C-Band).

Source: Nielsen Custom Study prepared on Behalf of COLCAM

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