The Growing Cable Television Audience

Times are rapidly changing for television advertisers. New innovations and trends among consumers are making delivering brand messages more and more challenging. Those who traditionally advertise on broadcast face two obstacles in particular; technologies that allow the consumer to bypass advertisements and an audience that is in rapid decline.

It's now essential that television advertisers change strategies to not only appeal to the new demands of audiences, but to also position their ads for maximum reach. A solution to both of these new challenges can be found by incorporating ad-supported cable television into advertising strategies. Through these successful investments in viewers' needs, cable's audience is growing fast—and offering a wider reach for advertiser's messages.

Empowering Consumers

Television viewing audiences demand control. They know they have a choice, and will choose more frequently when offered a wide variety of content with fresh programming relevant to their current interests. Ad-supported cable provides for both of these needs, using what the Cable Advertising Bureau (CAB) calls "dual destination appeal"—combining a wide selection of well-known niche channels with major investments in quality original programming.

Cable television also gives control back to its consumers through the availability of new technologies that fulfill the consumers' entertainment needs. DVR, video-on-demand and other consumer-controlled entertainment functions allow for users to view their cable favorites on their terms. This encourages viewers to tune in during the airtime of their favorite show, or to record a favorite while viewing another, increasing overall television usage.

Innovative Content

Original programming is at the core of recent cable audience growth. Significant investments have allowed cable originals to compose over half of all programming aired, and the move is getting results. Ad-supported cable original series consistently win critical acclaim and grow ratings in primetime as well as daytime slots, even during the summer months when televisions ratings are notoriously low.

Cable originals are available across all major genres, and more are being announced every season. With hundreds of different cable networks to choose from, viewers are more likely to feel satisfied that they have many options tailored to their interests. And with quality content readily available across those networks, cable viewers spend more time watching and more time viewing advertiser messages. In fact, according to the 2009 CAB TV Facts Viewership Summary, viewers of all ages spend an average of 7:42 hours watching ad-supported primetime cable tv—three hours more than broadcast.

The cable television audience is growing because of its consumer commitment and product quality. Ad-supported cable programs satisfy more viewers, reach more targets and nurture better ratings than their broadcast counterparts. If you're interested in learning how cable advertising can help grow your business, learn more at Insight Media's Power of Cable page.