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Cable TV has experienced tremendous growth as an advertising medium because it has some important advantages. A primary one is selectivity. Cable subscribers tend to be younger, more fluent, and better educated than nonsubscribers and have greater purchasing power.(1)____ Moreover, the specialized programming on the various cable networks reaches very general target markets.(2)____ Many advertisers have turned to cable because of the opportunities it offers to narrowcasting, or reaching very specialized markets.(3)____ For example, MTV is used by advertisers in the United States and many other countries to reach teenagers and young adults. CNBC is now the worldwide leader in business news and reaches a highly educated and rich audience. ESPN has become synonymous as sports and is very popular among advertisers who want to target men of all ages.(4)____
Advertisers are also interested in cable because of its low cost and flexibility. Advertising rates on cable programs are much lower than that for the shows on the major networks.(5)____ Advertising time on network shows can cost two to three times as much on a cost-per-thousand basis of in some time periods.(6)____ 25 Spot advertising is also considerately cheaper on most cable stations, while local cable is most affordable television advertising vehicle available.(7)____(8)____ This makes TV a much more unviable media option for smaller advertisers with limited budgets and those interested in targeting their commercials to a well-refined target audience.(9)____(10)____ Also, cable advertisers generally do not have to make the large up-front commitments, which may be as much as a year in advance, the networks require.
