CBS counters cable's assault on TV upfront.

Advertising Age, April, 1998 by Ross, Chuck

Broadcaster says TBS viewership study misleads media buyers

As the upfront TV marketplace approaches, CBS is fighting back against cable TV's inroads on Madison Avenue, particularly the "Media at the Millennium" presentation being made to shops by Turner Broadcasting System.

In a major research study that will be presented to agencies over the next month or so, CBS says heavy adult viewers of cable--that one-fifth of those who account for 56% of all cable viewing in the 25-to-54-year-old demographic--are less educated with lower incomes than generally thought.

"The myth is that the heavy cable viewer is high-income and better educated," said David Poltrack, CBS exec VP-planning and research.

CBS DATA ANALYSIS DIFFERS

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