Cable

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Ad-Supported Cable Surpasses Broadcast One-Week
Reach-Ability
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Note To Our Members

• This document is meant to provide insight into
  Cables ability to build reach against key
  demographic targets.
• This example uses national data. The purpose is
  to demonstrate Broadcast TVs shrinking reach
  capabilities over the last few years as more
  consumers are watching more quality cable
  programming every day.
• This document is not meant to be presented in
  its entirety to clients.
• These slides were created on a white background
  so they can easily be inserted into your current
  presentation template.
• Please view the document in slideshow mode
• Source Nielsen N-Power.

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In 2008, Ad-Supported Cable Drives One-Week Reach
Against All Key Demos
May 2004 Sweep
Source Nielsen N-Power 05/2004 1-spot each
quarter hour Primetime Broadcast 7-net, Cable
Ad-Supported Cable avg. 4 weeks.
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In 2008, Ad-Supported Cable Drives One-Week Reach
Against Young Men Women
May 2004 Sweep
Source Nielsen N-Power 05/2004 1-spot each
quarter hour Primetime Broadcast 7-net, Cable
Ad-Supported Cable avg. 4 weeks.
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In 2008, Ad-Supported Cable Drives One-Week Reach
Against Key Younger Targets
May 2004 Sweep
Source Nielsen N-Power 05/2004 1-spot each
quarter hour Primetime Broadcast 7-net, Cable
Ad-Supported Cable avg. 4 weeks.
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In 2008, Ad-Supported Cable Drives One-Week Reach
Against Key Adult Targets
May 2004 Sweep
Source Nielsen N-Power 05/2004 1-spot each
quarter hour Primetime Broadcast 7-net, Cable
Ad-Supported Cable avg. 4 weeks.
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Ad-Supported Cable Carrying the Load

• The next chart quickly demonstrates the before
  (May 2004) after (May 2008) shift in
  reach-ability across all demos

Note While we know the above exercise could
not and would not be done in real practice, it
demonstrates the maximum reach each vehicle can
produce in todays marketplace.
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By 2008, Ad-Supported Cable Surpasses Broadcast
One-Week Reach-Ability Across All Buying Demos
During Sweeps Month - May 2004
During Sweeps Month - May 2004
Source Nielsen N-Power 05/2004 1-spot each
quarter hour Primetime Broadcast 7-net, total
reportable ad supported Cable avg. 4 weeks.
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By 2008, Ad-Supported Cable Surpasses Broadcast
One-Week Reach-Ability Across All Buying Demos
During Sweeps Month - May 2008
Source Nielsen N-Power 05/2008 1-spot each
quarter hour Primetime Broadcast 7-net, total
reportable ad supported Cable avg. 4 weeks.