[This is an expanded version of the story that appears in the print Top Ops issue.]

+4.1%: Q1 ’08 advertising growth for cable (vs. Q1 ’07).

+0.8%: Q1 ’08 advertising growth for network television.

-5.2%: Q1 ’08 advertising decline for newspapers. During the same period consumer magazine ad growth rose 0.2%, while network radio was up 12%. Advertising across all media was up just 0.6%. (TNS media intelligence cited by MediaPost, 6/16/08)

16%: Percentage of people living in the U.S. who participate in sports and exercise activities on an average day; people in the Pacific region were the most likely to exercise.

80%: Percentage who watch television on an average day. (Bureau of Labor Statistics)

1,704: Number of hours individuals 12 and older will spend this year watching TV.

1,502: The number of hours watched in 2000. (U.S. Census Bureau, 6/3/08)

50%: Number of all available kids 6-11 (49 U.S. share) and tweens 9-14 (47 share) who watched the debut of Camp Rock on Disney Channel, Friday, June 20, 8 p.m.

66%: Number of all available girls 6-11 (66 share) and tween girls (64 share) who watched it. (Disney news release, 6/24/08)

9.8%: Percentage rise in U.S. health-care costs in 2008.

9.6%: The rise expected in 2009. (PricewaterhouseCoopers study reported in BusinessWeek, June 30 edition)

$2.8 million: The average cost for one episode of a cable television drama.

$2.3 million: The average cost for a single episode of AMC’s Mad Men, which won a Golden Globe this year for best drama. (Mad Men creator Matt Weiner in The NY Times Magazine, 6/22/08)

83%: Percentage of 30K respondents in a January survey who were aware of the digital transition; the figure rose to 90% in April. (NAB news release, 6/17/08)

61%: Respondents to a different survey who had no idea the transition was coming. These respondents live in the 21 million American households receiving over-the-air television. (Association of Public Television Stations news release, 1/31/08)

110 million: The number of U.S. households owning a TV in 2006.

76 million: The number with sets in 1980. (U.S. Census Bureau, 6/3/08)

71%: Percentage of U.S.-based Internet surfers who watched an average of 82 videos in April. (comScore Video Metrix, 6/17/08)

96%: Percentage of adults 18-49 with a college degree and annual income of $75K+ who listen to radio during the course of a week. (Arbitron, 6/16/08)

12%: Percentage of Americans who think the economy is in good shape. This is the lowest level of consumer confidence since May 1980, when the jobless rate was 7.5% and inflation was 14.4%. The jobless rate today is 5.5%; inflation is 4.2%. (The Washington Post, 6/18/08)

12%: Growth in unique visitors (8.4 million) for NBC’s website (from Nov. ’07 to Dec. ’07). NBC’s jump was linked to NBC Direct, which streams NBC shows for free.

-35%: Traffic reduction at ABC’s website during the same period; CBS and Fox lost 20%. (Details, 4/08)

950: The number of pilots United intends to furlough by year-end 2009, in line with plans to cut domestic capacity by 15%; the No. 2 airline employs 6,500 pilots. (UAL Corp, 6/23/08)

14%: The average airfare price increase in the past year. (Bureau of Labor Statistics as quoted in The Wall St Journal, 6/24/08)

30%: The mark-up small, independent cable operator-members of ACA estimate they pay for programming over the price the biggest MSOs pay. The cost ultimately is borne by the 7 million households ACA serves.

2.1%: SNL Kagan’s projected annual growth for total multichannel subscriptions, reaching 108.5 million in 2012. Although market penetrations are reaching a ceiling, total multichannel households are expected to increase, with multichannel subs accounting for nearly 89% of TV households in the five-year outlook.

Kagan’s estimate of cable’s multichannel market share in 2012; that share today is 64%.

98.2%: The percentage of U.S. households with a TV set in 2005; the figure is unchanged since 1999.
The percentage of TV households with cable.
(U.S. Census Bureau, 6/3/08)

The following come from surveys done at our Cable360.net site:

60%: Those who said within 2 years, mobile TV will be as ubiquitous as cell phones and iPods.

Those who said cable operators, DBS and the telcos are more likely to contribute to the Republican party in the general election for the presidency.  28% said both parties would get equal contributions and 27% said the Democrats would get more.

38%: Those who said digital phone would be the most likely of cable’s triple play to be dropped by recession-hit subscribers. 27% said digital cable would be dropped first, while 7% said high-speed access. 28% said no services would be dropped.

Back to 2008 Top Ops table of contents

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