Cable’s status most-favored

Television viewers in cable households now spend more time watching basic cable programming than they do affiliates of the major broadcast webs, according to a 1996-97 analysis of Nielsen data by the Cabletelevision Advertising Bureau (CAB).

During the 1996-97 TV season, the average cable home tuned to basic cable programs a total of 24.4 hours during an average week compared with 24.2 hours spent viewing the network affils and O&O stations.

The numbers “underscore the direct correlation between the industry’s investment in basic cable programming and rising viewer acceptance,” CAB prexy and CEO Joe Ostrow said.

“Ad-supported cable is now, without question, the preferred choice of TV entertainment and information in the vast majority of U.S. TV homes.”

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