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
Local Cable now offers DMA level television through recent changes in the standardization and proliferation of Local Cable Interconnects. With only 10 markets in 2000, there are now 106 markets and growing. They provide advertisers with the easiest way to buy local TV – One Call, One Order, One Traffic Issuance, Single-Line, and Total EDI Invoicing.
In addition, the DMA Nielsen measurement is set to get dramatically better for Cable going forward. Nielsen has started to measure the Top 10 local markets with people meters, replacing the less technically advanced set-top boxes and paper diaries. These meters enable media executives to buy and sell commercial time and make programming, scheduling and promotional decisions continuously, instead of waiting for sweeps months for the demographic ratings.
By examining the Boston market which went live in April 2002, major audience shifts occurred with Cable comprising a larger share of the total pie across various demographics. In addition, dramatic drops in Broadcasts' audience occurred during non-sweep periods in primetime. Going forward, Cable will be truly represented in these markets.
The following presentation highlights the power and precision of Local Cable advertising:
Download The Power of Local Cable Presentation PDF
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.