According to the “Cable World”
Magazine (fall 1997 - quoting Nielsen Media Research), five cable networks
have ratings of around 2 at prime time. This translates in about
2% of the potential audience during evening hours. (Check out the
links on our website for more recent ratings). The five channels
A. C. Nielsen Company, which measures audience size, reported... that 98.2
% of U.S. homes contain at least one television and that the average [family]
set is turned on for seven hours per day. More than 60% of television
viewers receive their news from their sets rather than from newspapers,
and over half that number trust television more than the newspapers".
From Grolier Multimedia
(Note: Cable-TV reaches
over 60% of U.S. households. The number of subscribers is a known
quantity in every Cable area - so it’s relatively easy to approximate the
- USA Network -
- TNT - 2.2
- TBS Superstation
- Nickelodeon -
- Lifetime - 1.7
To these we should add
three networks addressing more upscale audiences - also with good ratings
for many evening shows:
- The Discovery
Channel (main incentive for new cable subscribers)
- Arts & Entertainment
(best quality, in our opinion)
- The History Channel
(educated, mature audiences).
For younger audiences,
we also recommend “MTV” or “VH-1”. Also, the sports channels can
be very powerful during major events.
In some city areas, ethnic
channels can deliver more audience than any English language program.
Think about it. Some areas in the Southland have an ethnic majority.
Many members of the ethnic groups, especially older people, speak little
English. At best, they have only two or three channels to choose
from - instead of a hundred. They resemble a bit the American audience
in the 50s and 60s, when the three big networks shared the world among
them. We can produce (or modify) commercials in almost any language.