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Total Broadcast Viewing Shrivels In Cable Plus Households

This chart illustrates what happens to broadcast viewing in a multichannel world – It shrivels!

This chart effectively dispells the myth that advertisers are getting a lot of reach in the cable universe with a broadcast-only schedule.

Source: NHI Quarterly NTAR. Hours of weekly viewing derived by multiplying daypart duration by ratings.

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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.