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...