Cable Advertising and the Future of Basic Cable Networking.: An article from: Journal of Broadcasting & Electronic Media
Book Details
Author(s)David Waterman, Michael Zhaoxu Yan
PublisherBroadcast Education Association
ISBN / ASINB00099L3KS
ISBN-13978B00099L3K3
MarketplaceFrance 🇫🇷
Description
This digital document is an article from Journal of Broadcasting & Electronic Media, published by Broadcast Education Association on September 22, 1999. The length of the article is 6176 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the author: Using a pooled cross section/time series data base for 18 basic cable networks over a seven-year period, we show that limited national household reach is a major reason that cost-per-thousand (CPM) advertising rates for cable have remained consistently below broadcast rates. Our models thus imply that limited reach disproportionately restricts the economic potential of advertiser-supported cable networks. The models also predict, however, that reach expansion, via DBS and other multichannel media and via digital compression technology, will disproportionately improve their viability: average cable CPMs would be well above broadcast network CPMs if household reaches were comparable. Our results also support the view that larger MSOs are able to adversely affect entry and survival of advertiser-supported cable networks by threatening to refuse carriage.
Citation Details
Title: Cable Advertising and the Future of Basic Cable Networking.
Author: David Waterman
Publication:Journal of Broadcasting & Electronic Media (Refereed)
Date: September 22, 1999
Publisher: Broadcast Education Association
Volume: 43 Issue: 4 Page: 645
Distributed by Thomson Gale
From the author: Using a pooled cross section/time series data base for 18 basic cable networks over a seven-year period, we show that limited national household reach is a major reason that cost-per-thousand (CPM) advertising rates for cable have remained consistently below broadcast rates. Our models thus imply that limited reach disproportionately restricts the economic potential of advertiser-supported cable networks. The models also predict, however, that reach expansion, via DBS and other multichannel media and via digital compression technology, will disproportionately improve their viability: average cable CPMs would be well above broadcast network CPMs if household reaches were comparable. Our results also support the view that larger MSOs are able to adversely affect entry and survival of advertiser-supported cable networks by threatening to refuse carriage.
Citation Details
Title: Cable Advertising and the Future of Basic Cable Networking.
Author: David Waterman
Publication:Journal of Broadcasting & Electronic Media (Refereed)
Date: September 22, 1999
Publisher: Broadcast Education Association
Volume: 43 Issue: 4 Page: 645
Distributed by Thomson Gale
