Marketing & Advertising: Briefs

Cable World, Feb 7, 2000

MONEY TALKS

The cable networks with the richest audiences are E!, ESPN, HGTV, MSNBC and CNBC, according to a new analysis of Nielsen data from TN Media Inc. In primetime during October and November 1999, the median household income of E! viewers was $54,500; ESPN $54,000; HGTV $52,800; MSNBC $47,100; and CNBC $46,100. But the report notes that average median income correlates to the age of a network's audience. The network with the oldest audience is CNN, whose median age is 59.0. The median ages for the networks with the richest audiences are E! (39.1); ESPN (41.3); HGTV (51.0); MSNBC (52.1); and CNBC (57.5).

SAY SI TO E-COMMERCE

Telemundo Network Group LLC has taken a minority equity stake in Espanol.com, a Spanish-language e-commerce site. In exchange, Espanol.com will receive $3 million worth of advertising on Telemundo. Espanol.com sells music, books and videos.

COUNTING HEADS

The U.S. Census Bureau is spending $167 million in its first-ever paid advertising campaign. In 1980, 78% of census surveys were mailed back, compared with 65% in 1990. The bureau is abandoning the free PSAs it used to rely on, and is using paid advertising to hopefully boost the response level for the 2000 census.