The hype of 1981 and 1982 has given way to a realistic appreciation of cable's
place in the spectrum of electronic media--alongside broadcast radio and television. Many problems remain, but their solution is more likely now that the
industry fully understands what measurements are needed and can be afforded.
With earlier misconceptions cleared away, a more realistically targeted approach
to cable advertising solutions is possible in the immediate future.
William Stiles, executive vice president, Spanish International Network
(SIN), operator of several LPTV stations, telephone interview with the
author, July 11, 1984.
Author's estimate, based on conservative per-subscriber cost of $600.
Dennis Leibowitz, of Donaldson, Lufkin & Jenrette, telephone interview
with the author, July 11, 1984.
"Arbitron Updates U.S. Cable Penetration," press release, February 23,
The New York Times, February 21, 1984, reported the intense frustration
of several cable networks--Showtime/The Movie Channel, Disney, Playboy, Bravo, and the Nashville Network--which are not carried on Manhattan Cable serving "an area that many industry officials say holds the
most desirable cable-television audience in the nation."
Ruth J. Betzer, A. C. Nielsen Co., in a letter to the author dated May
17, 1984, enclosing data from Ed Aust, manager of custom surveys, A.
In Appendix D the biases of recall are delineated in the digest of "Radio
Audience Measurement, 1944": older-age programs, longer length programs, and higher-rated programs produce highest recall ratings relative
to coincidental measures. The opposites are clearly underrated.
Nielsen press release, September 10, 1980.
Robert Maxwell, "Pay TV Demands New Research Techniques," remarks
before the Radio/TV Research Council, New York, November 28, 1983.
A "headend" is the antenna point at which a cable system picks up its
programs from broadcast stations and satellites. Some systems (about
20%) have more than one headend because of terrain factors. This means
that the cable system can have different programming emanating from
each headend. Therefore, Nielsen uses the headend as the unit of record.
Cabletelevision Advertising Bureau, tabulations of April 1986.
Robert Sieber, vice president for research, Turner Broadcasting System-,
telephone conversation with the author on April 10, 1984.
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Audience Ratings:Radio, Television, and Cable.
Contributors: Hugh Malcolm Beville Jr. - Author.
Publisher: Lawrence Erlbaum Associates.
Place of publication: Hillsdale, NJ.
Publication year: 1988.
Page number: 183.
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