What's more able -- cable or broadcast?

Jackson, Kathy
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM12
Trade Publication
This article reports that the Cabletelevision Advertising Bureau has commissioned a study in 1999 to determine whether consumers gain more brand awareness from broadcast television or cable. The bureau has hired Millward Brown, a market research firm in Fairfield, Connecticut, to compare the effectiveness of broadcast versus cable advertising. According to bureau officials, the new study will center on two high-profile, not-yet-chosen brands in different categories. Cable companies are eager to show any favorable results to automotive companies because car companies, the largest ad spenders, spent about $20 billion on broadcast television last year and only $500 million on cable.


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