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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Exhibit 11-4 WGN is one of the top superstations
11. Evaluation of Broadcast
Media
© The McGraw−Hill
Companies, 2003
local stations that send their signals nationally via satellite to cable operators to make
their programs available to subscribers. Programming on superstations such as TBS
and WGN generally consists of sports, movies, and reruns of network shows (Exhibit
11-4). The superstations do carry national advertising and are a relatively inexpensive
option for cable households across the country.
Cable has had a considerable influence on the nature of television as an advertising
medium. First, the expanded viewing options have led to considerable audience fragmentation.
Much of the growth in cable audiences has come at the expense of the three
major networks. Cable channels now have about 40 percent of the prime-time viewing
audience, while the total share of the three networks has declined to around 50 percent.
Many cable stations have become very popular among consumers, leading advertisers
to reevaluate their media plans and the prices they are willing to pay for network and
spot commercials on network affiliate stations. The networks, recognizing the growing
popularity of cable, have become involved with the cable industry. ABC purchased
ESPN, while NBC started two cable channels in the early 90s—the Consumer News
and Business Channel (CNBC) and Sports Channel America—and in 1996 entered in a
joint venture with Microsoft to launch MSNBC, a 24-hour news channel. 24
Advertising on Cable Cable advertising revenues have increased steadily
since the mid-1980s and exceeded $12 billion in 2002. Much of this growth has come
from advertising on the national cable networks such as CNN, ESPN, USA, and MTV.