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1984: Big Brother Nielsen Is Watching

Article Abstract:

The key to a successful cable station seems to be the quality of advertiser it can attract. If it can pull in an acceptable share of the viewer market, then the bigger advertisers will be willing to support it. The Nielsen ratings now are being watched very closely to monitor what the viewers are interested in on cable television. There has not been much quantitative research available on cable audiences and their buying habits, but that research is now growing by leaps and bounds. Some of the ad-supported networks that are showing rapid growth in circulation are ESPN, USA Cable Network, MTV: Music Television, Lifetime, The Nashville Network, and CBN Cable Network. This is the second part of a two- part series.

Evaluation

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Cable: No Longer a Fad

Article Abstract:

Advertising agencies report that their clients are budgeting dollars for cable television advertising. Cable television advertising strategy has become a part of media planning. The agencies also forecast continuing attrition for advertising supported cable networks. Media departments are now obtaining measureable data about cable audiences. Cable advertising is spotlighting who its market is and how best to reach that market, something it previously was unable to do. Cable television is beginning to consolidate, making advertising and the necessary advertising measurement more feasible.

Statistics, Advertising, Economic indicators

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