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 www.kagan.com/cw.

The Daily

Subscribe
Thursday–May 9

Wireless Carriers to Pay $10 Million to Settle Ad Probe

A coalition of attorneys general from all 50 states announced a $10.22 million settlement from its investigation into AT&T Mobility/Cricket Wireless , T-Mobile and Verizon

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Jun 13
2024 American Broadband Congress Conference Registration is Open!
Jun 18
2024 FAXIES Awards FAXIES Celebration on June 18th.
Full Calendar

Jobs

Seeking an INDUSTRY JOB?
VIEW JOBS

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact Rob Hudgins, [email protected], for more information.