Wild-card wires

Keating, Stephen
February 2000
Advertising Age;2/14/2000, Vol. 71 Issue 7, ps10
Trade Publication
This article examines the progress of cable television (TV) as of the beginning of the 21st century and its impact on advertising. The cable TV industry has become a powerhouse, racking up billions of dollars in annual advertising revenues while quadrupling its prime-time viewership over the last decade. The issue for the next five years is how cable will leverage that success onto the long-promised platforms of video-on-demand, interactive TV and high-speed cable Internet service. Four areas of cable technology are believed to become part of the media mix mindset: traditional 30-second and 60-second advertising on analog cable channels; more targeted marketing by ZIP code or home nodes; Internet advertising; and interactivity on the TV screen through new-generation digital set-top boxes.


Related Articles

  • Supping at the subscriber plate. Chunovic, Louis // Electronic Media;1/20/2003, Vol. 22 Issue 3, p31 

    Reports on the introduction of cable networks targeting audiences and advertisers without affecting the business of the established networks in the U.S. List of cable channels to be launched as of January 2003; Strategies followed by networks to increase distribution; Advantages to advertisers...

  • Outdoors Demo. Curry, Sheree R. // Television Week;3/1/2004, Vol. 23 Issue 9, p32 

    Reports on the effort of cable operators in Minneapolis-Saint Paul, Minnesota to increase TV advertising. Demographic data of Television viewers in Minneapolis; Remarks from Anne McKean, manager of spot broadcast at the Martin Williams advertising agency, on the passion of Minneapolis residents...

  • Creative options. Larson, Megan // Adweek Eastern Edition;9/30/2002, Vol. 43 Issue 39, MEDIA OUTLOOK 2003. pSR7 

    Reports the expectation for the cable television and satellite sector to experience growth in the U.S. Increase in the total household spending on cable and satellite subscriptions; Effectiveness of cable as an advertising medium; Viewers attracted by cable programming.

  • High Interest. Larson, Megan // MediaWeek;9/29/2003, Vol. 13 Issue 35, pSR8 

    Focuses on the growth in advertising-supported cable television networks' prime-time share of U.S. audience during the 2002-2003 season. Attributions to the trend; Predictions for the industry; Remarks from industry analysts.

  • FNC Gambit: Less Is More. Lafayette, Jon // Television Week;6/6/2005, Vol. 24 Issue 23, p3 

    Reports on the advertising environment at Fox News Channel. Decline in commercial time in the network in 2004; Advantage of Fox News over other cable networks; Effort of the network's producers to ensure that viewers stay over the commercial breaks.

  • EMC proves local specialist TV channels can be a success. Savage, Mike; Sudhaman, Arun // Media: Asia's Media & Marketing Newspaper;5/21/2004, p21 

    China's first ever specialist, non-stop movie channel is winning over both viewers and clients. At the end of last year, a new film channel hit Shanghai TV screens — East Movie Channel (EMC). Its main competition is not rival movie offerings, but channels specialising in current affairs...

  • TVB Deals Out Anti-Cable Trading Cards. Murphy, Jeremy // MediaWeek;11/13/2000, Vol. 10 Issue 44, p24 

    Deals with the line of postcards being sent by the Television Bureau of Advertising (TVB) to stations in four United States market designed to help combat local cable advertising. Remarks from Jeff Boehme of National Cable Communications about the viewership battle between TVB and the cable...

  • CAB to study viewers' buying habits. McConville, Jim // Electronic Media;02/15/99, Vol. 18 Issue 7, p25 

    Reports on Cabletelevision Advertising Bureau's plan to study viewers' respond to commercials on cable and broadcast television. Use of select prime-time slots in the study; Factors that influence viewers' response to television advertising; Questions raised by television media buyers regarding...

  • Editorial: Smart money's going to cable.  // Advertising Age;4/5/2004, Vol. 75 Issue 14, p14 

    Focuses on the need for television advertisers to buy cable networks. Increase in the percentage of share of TV advertisements supported by cable; Perception of viewers on the difference between broadcast and cable; Reason for the shrinking distinction of media companies between cable and...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics