CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200
CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200
While commercial insertion on local cable has been available to advertisers for decades, it was not until cumulative network cable viewership began to compete with – and now exceed – broadcast numbers that spot cable became a top-tier advertising vehicle. General market spot cable advertising (cable advertising directed at a specific zone, DMA,or set of markets – which virtually eliminates waste – and purchased either in-market or via national rep) has become a staple in the industry, and continues to grow with anticipated billings in excess of $4 billion in 2004 – a far cry from its 1998 total of $2.2 billion (Kagan).
The 2000 census marked a milestone in the advertising industry. With little fanfare, Hispanic population growth far exceeded even the most liberal forecasters' expectations. This resulted in an immediate flurry of corporate attention focused on the Hispanic market and other multicultural categories as potential profit centers. Spanish broadcast billings skyrocketed. The African American category also grew substantially. BET is projected to reach $286 million in ad revenue this year (Kagan), which would be double its ad revenue from 2000. And TV One, a new cable network geared toward African Americans, is already in over five million homes.
From defining and placing neighborhood-specific creative for Hispanics of Puerto Rican heritage in New York City, to regionalizing a client sponsored Texas-wide Tejano music promotion, to the utilization of "Adcopy"© (which allows advertisers to segment the market by sub-DMA criteria – geographic, demographic, or psychographic – using aggregate data) in San Francisco for simultaneously presenting different Honda Motor Cars commercials to Asian Americans, African Americans, Hispanics, as well as to the general market, spot cable now plays a leadership role in the multicultural adve rtising industry.
Spot cable has emerged as one of the most effective, versatile and culturally sensitive advertising vehicles available for reaching multicultural consumers. The cable industry has embraced and improved technology, and now deploys advertising solutions far superior to over-the-air broadcast networks. Spot cable offers zoned commercial
distribution and the ability to customize creative messages into multiple languages and relevant specific versions simultaneously within a market.
Irrefutable research builds a strong case for the use of targeted cable as a multicultural adve rtising vehicle. Qualitative data ove rwhelmingly proves that multicultural cable homes consistently have higher incomes, more education, higher purchases, more credit, and overall as a group are more prolific consumers than their non-cable counterparts.
National Cable Communications (NCC) is a national spot rep that represents virtually every multicultural cable home in the nation. Using in-depth research, effective targeted ad platforms, and award-winning promotional campaigns, NCC enables advertisers to locate specific multicultural groups based on geography, language, lifestyle and
qualitative characteristics. NCC has the data and solutions for reaching this new and growing segment of consumers. Via NCC, spot cable becomes not only an effective solution for multicultural efforts,but also one that can create the results expected in today's business climate.
Cable's MSOs namely Comcast, Cox and Time Warner have also maximized their efforts in reaching the multicultural markets, spending a great deal of money on resources and capital in the process. Along with NCC, spot cable is better suited than any other advertising medium to effectively and efficiently reach these rapidly growing and increasingly influential consumer segments.
| TOP TEN HISPANIC DMAS: | ||||||
| DMA | Total TV HH | Cable TV HH | Cable TV HH% | Hispanic TV HH | Hispanic Cable TV HH | Hispanic Cable TV HH% |
| Los Angeles | 5,402,260 | 3,256,400 | 60.3% | 1,691,950 | 774,600 | 45.8% |
| New York | 7,376,330 | 5,975,780 | 81.0% | 1,190,020 | 931,550 | 78.3% |
| Miami | 1,501,740 | 1,113,000 | 73.7% | 584,810 | 421,870 | 72.1% |
| Houston | 1,848,770 | 1,036,750 | 56.1% | 427,420 | 196,310 | 45.9% |
| Chicago | 3,399,460 | 2,376,920 | 69.9% | 420,090 | 241,170 | 57.4% |
| Dallas-Ft. Worth | 2,255,970 | 1,062,630 | 47.1% | 351,520 | 130,370 | 37.1% |
| San Francisco | 2,440,920 | 1,854,840 | 76.0% | 344,820 | 241,950 | 70.2% |
| San Antonio | 736,240 | 476,240 | 64.7% | 334,540 | 225,590 | 67.4% |
| Phoenix | 1,561,760 | 924,220 | 59.2% | 266,280 | 106,840 | 40.1% |
| Harlingen | 297,390 | 133,710 | 45.0% | 243,240 | 102,210 | 42.0% |
| TOP TEN AFRICAN-AMERICAN DMAS: | ||||||
| DMA | Total TV HH | Cable TV HH | Cable TV HH% | AA TV HH | AA Cable TV HH | AA Cable TV HH% |
| New York | 7,376,330 | 5,975,780 | 81.0% | 1,276,310 | 949,168 | 74.4% |
| Chicago | 3,399,460 | 2,376,920 | 69.9% | 593,360 | 417,213 | 70.3% |
| Washington D.C. | 2,224,070 | 1,609,060 | 72.3% | 531,040 | 384,167 | 72.3% |
| Atlanta | 2,035,060 | 1,392,380 | 68.4% | 513,900 | 327,025 | 63.6% |
| Philadelphia | 2,874,330 | 2,398,200 | 83.4% | 497,300 | 351,207 | 70.6% |
| Los Angeles | 5,402,260 | 3,256,400 | 60.3% | 476,990 | 281,261 | 59.0% |
| Detroit | 1,923,230 | 1,347,040 | 70.0% | 382,020 | 199,425 | 52.2% |
| Houston | 1,848,770 | 1,036,750 | 56.1% | 309,940 | 152,817 | 49.3% |
| Dallas | 2,255,970 | 1,062,630 | 47.1% | 296,850 | 141,098 | 47.5% |
| Baltimore | 1,083,030 | 790,230 | 73.0% | 277,380 | 189,508 | 68.3% |
| NCC MULTICULTURAL/EMERGING MARKETS CONTACT LIST: | |
| New York Deborah Cuffaro VP News/Multicultural 405 Lexington Ave., 6th Floor New York, NY 10174-0002 212-299-0765 [email protected] |
Dallas Robert P. Getz Regional Accounts Manager 1505 LBJ Freeway, Ste. 555 Dallas, TX 75234 214-445-6119 [email protected] |
| Miami Noeli Sanchez Director of Sales 2000 Ponce De Leon Blvd., 6th Floor Coral Gables, FL 33134 305-421-6314 [email protected] Kim Fabian |
Los Angeles Randy Arichea Director, Business Development 11150 Santa Monica Blvd, 9th Floor Los Angeles, CA 90025 310-254-2236 [email protected] |
| Chicago Dan Lawlor Director, Business Development 444 N. Michigan Ave. Suite 1600 Chicago, IL 60611 312-279-9652 [email protected] |
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Content © 2006 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.