MEDIA FACTS Cable/Satellite TVCREATE A PROFILE QUICK FACTS - pick up to 5 The number of cable systems in operation in the U.S. declined to 7,426 in 2010, down from 7,677 the previous year and 10,929 in 2000. As of late-2010, wired cable penetration of total television households stood at 60.7% (down from 61.7% in late-2009), which represented a 21-year low. Over the same period, direct broadcast satellite DBS providers increased their penetration of TV households from 29.3% in late-2009 to 30.5% in late-2010, an all-time high. The average cable bill was approximately $75 in 2010, according to research firm Centris. Customers typically see an increase of $5 annually. In 2010, the typical basic subscriber watched an average of 11.3 channels per week, 24.6 channels over a four-week period, and 35.1 channels during a 13-week interval. Although the average adult basic cable subscriber watched an average of 11.3 channels per week in 2010, the numbers were higher for 18-34-year old viewers (11.6) and those ages 35-49 (11.9), and lower for those 65+ (10.0). The largest multichannel video programming distributors (excluding DirecTV and Dish Network) in late-2010, based on number of basic video subscribers (totals in millions): 1. Comcast Corporation, 22.937; 2. Time Warner Cable, 12.551; 3. Cox Communications, 4.968; 4. Charter Communications, 4.653; 5. Verizon Communications, 3.290; 6. Cablevision Systems, 3.043; 7. AT&T, 2.739; 8. Bright House Networks, 2.194; 9. Suddenlink Communications, 1.228; 10. 7. Mediacom Communications, 1.203. The top cable programming networks, based on average number of viewers in 2010: 1. USA; 2. Disney; 3. ESPN; 4. TNT; 5. Fox News; 6. TBS; 7. Nick at Nite; 8. History Channel; 9. A&E; 10. ABC Family. Cable TV channels generate revenue through two streams: advertising and subscriber fees. Advertising makes up roughly half of the revenue the channels generate each year. For the two DBS providers, 2010 revenues for DirecTV increased 11.7% to $24.10 billion, while DISH Network earnings amounted to $12.64 billion, a gain of 8.4%. At the end of 2010, DirecTV had attracted 25.031 million subscribers, while the number of DISH Network subscribers totaled 14.133 million. Share of weekly TV set usage in U.S. homes, by program source in the winter of 2010: Ad-supported basic cable, 48.0%; ABC/CBS/NBC programs, 14.2%; syndication, 8.3%; pay cable, 4.9%; ABC/CBS/NBC affiliates, 4.6%; VCR/DVD play, 3.9%; other broadcast networks, 2.6%; independent stations, 2.5%; PBS stations, 2.0%; video games, 2.0%; all other, 7.0%. Network cable advertising revenue grew 9.6% in 2010 to $20.5 billion, while local cable ad sales jumped 20.0% to $6.6 billion. The top cable advertising categories in 2010: 1. Television & Cable TV; 2. Fast Food; 3. Insurance Providers; 4. Medicated Products and Non-RX Remedies; 5. Cars & Light Trucks (Asian); 6. Business, Personal & Residential Phone Services; 7. Discount Department Stores; 8. Household Cleaning Products; 9. Cars & Light Trucks (Domestic); 10. Cosmetics & Skin Care Products. Estimated median audience age for the following cable TV genres: Kid/Cartoon Channels, 11.6; Music Channels, 23.0; Comedy/Entertainment Channels, 33.3; Sports Channels, 41.8; Women-Oriented Channels, 47.0; Documentary/Information Channels, 50.8; News/Business Channels, 59.6. Seasonal viewing of cable channels is fairly consistent throughout the year. The number of basic cable video customers has steadily fallen in recent years, from 65.4 million in 2006 to 63.7 million in 2008 and 59.8 million in 2010. At the same time, the number of digital video customers has risen from 32.6 million in 2006 to 44.7 million in 2010. ADVANTAGES - pick up to 3 Reach Targeted Affluent Audience Cost Programming Diversity More Options DISADVANTAGES - pick up to 3 Small Audiences Production Costs Commercial Quality Ad Clutter Income Reach PLUS RADIO - pick up to 3 Excellent Reach: Radio reaches 93% of all Americans 12 years and older every week, based on 2011 Arbitron studies. Cable TV reaches 70% of adults ages 18-49 and 73% ages 25-54 on a weekly basis, according to TV Dimensions 2011. And branding requires reach. Can you think of a single advertiser who has used cable to create a brand? Larger Audiences: Radio has fewer channels in most markets than the number of Cable TV channels available to subscribers. Fragmentation of audience across dozens, or even hundreds of channels, means an average Radio station can reach more people than an average cable channel. Quality Production: Quality Radio production costs a fraction of what quality TV production costs. Advertisers buying inexpensive Cable TV commercials are unlikely to invest hundreds of thousands of dollars in TV commercial production. Inexpensive commercials create a poor image for the advertiser. This is especially true when the spots airs near a quality network commercial. Reduced Clutter: Advertisers have expressed concern over the number of commercials per hour on Radio, yet Cable TV airs on average twice as many commercials per hour. Commercials are more powerful when limited as they are on the Radio. Power of Persuasion: According to Radio Ad Lab studies, adding Radio to a TV campaign can increase a consumer’s brand preference in relation to purchase intent. Communication: Effectively communicates a message that can be received, remembered and played back by consumers. STATION/COMPANY ADDRESS PHONE WEBSITE LOGO NOTE: Click browse to select your logo. For best results, logos should be no more than 300 pixels wide by 150 pixels high. For more help call 1-800-232-3131.