BY JONATHAN BLUM, KAGAN While cable should get points for trying to close the CPM gap with broadcast, it’s important to be realistic about the work still ahead. Taking viewers 18-to-49, broadcast maintained about double the CPM over cable since 1998, with cable’s CPM actually dropping by about 10% in 2001. More importantly, that gap came in spite of growth in cable’s total ad revenue that essentially doubled broadcast’s growth for the period. The reason for the dual move is simple: Ad retrenchment and the increase in inventory from new programming sources cut into cost-per-thousand. The opportunity now is that broadcast CPMs fell in 2002, which could enable cable to take a bite out of broadcast’s rates, at least from a percentage perspective. However, at least in absolute terms, it is going to be some time before cable sees CPM parity with broadcast. For a complete look at the cable industry’s performance relative to other media, see “Cable TV Advertising Report” at

The Daily


fuboTV Stepping Back from U.S. Sports Rights Fights

fuboTV isn’t completely walking away from exclusive sports rights, but it isn’t too interested in deals that won’t allow it to aggregate sports content in the most affordable manner.

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