Cable Levels Playing Field on "Reach-Ability"
 

CAB's custom analysis of Nielsen's Respondent Level data proves that Ad-Supported Cable can be used interchangeably with Broadcast in reaching advertisers most coveted targets.

Over the last several years, Broadcasts' reach capabilities have greatly diminished while Cable's share and ratings increases have driven serious gains in Cable's weekly reach capabilities. In fact, Cable's reach has grown exponentially over the years to the point where it practically matches or even surpasses Broadcasts today.

Nielsen's respondent level data (November 2004 vs. 1999) was utilized to produce average weekly cume data. As a pure exercise, one spot in each quarter hour was measured for all Broadcast and Cable networks.

Top Line Findings:

• Five years ago in 1999, there existed some disparity between Cable and Broadcast’s reach ability but that is no longer the case today.
• Cable's ratings gains over the years have increased Cable's reach ability as Cable's reach is practically on par with Broadcast – even beating out Broadcast among some key demos: M18-24, Ch6-11, and T12-17.
• Over the years, Broadcasts' erosion year after year has caused the medium to loss ground in its reach ability as practically every key demographic has experienced a significant loss from five years ago with children and men representing the greatest losses.