The Media & Communications in Australia

By Stuart Cunningham; Graeme Turner | Go to book overview
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Peters (1999, pp 13–14) has observed that, while the audience share of the free-to-air networks in the United States has fallen from 90 per cent in the late 1970s to about 60 per cent in the late 1990s, they continue to attract 80 per cent of total television advertising revenues. This is primarily because the cable TV audience is fragmented across 60-odd channels, with few attracting an audience share in excess of 1 per cent, whereas each of the major networks is attracting, on average, about 14 per cent of the total viewing audience.

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