The Impact of Cable and VCR Penetration on Network Viewing: Assessing the Decade

Discusses the current state of cable and VCR penetration in the US. Considers the accuracy of previous predictions, and develops new predictions, in terms of penetration, advertising revenues, and the effect on network revenue shares.

The Impact of Cable and VCR Penetration on Network Viewing: Assessing the Decade

Dean M Krugman and Roland T Rust

There has been a dramatic 10-year shift with regard to network television audience viewing. In 1990 the three major networks had a combined prime-time share of 62%, compared to 87% in 1980. The current study provides an understanding of how cable and VCR penetration impact both network viewing and revenues.

The growth of cable and VCRs has played a significant role in changing audience viewing patterns. During the past decade, cable penetration grew from 22.6 to 59%, and...

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