Cable is Dominant Force across TV, Internet, Social, Mobile Screens: CAB Study

Released on the eve of the upfront selling season, Cabletelevision Advertising Bureau has issued a special report underscoring the breadth of the national cable networks’ collective size versus the “five screens” advertisers and agency customers are looking for their ad buys.

Created at the request of a number U.S. media agencies, the "Cable Nation: Video Advertising Update," using Nielsen, comScore and Trendrr data, aims to furnish ad budget allocators with statistics that quantify the role that cable plays in the daily lives of Americans. Among the findings: Cable remains the dominant force in ad-supported television, garnering 92% and 75% of total-day and primetime ratings, respectively, against Madison Avenue’s coveted 18-to-49 demo. Moreover, the two screens of cable TV, plus Internet, hold a significant lead over four portals and Facebook with 85 hours per month. That compares with 34 hours spent with broadcast fare, and 24 hours with AOL, Google, MSN, Yahoo! and Facebook.