Cable delivers the TV medium’s highest share of gross rating points (GRPs) in key consumer categories, according to a Cabletelevision Advertising Bureau analysis of first quarter PNF data. CAB’s
findings also show that, as indicators of affluence increase, so does cable’s GRP lead over broadcast and syndication. Cable leads the pack in GRP delivery in households with two or more TV sets, car
ownership, PC ownership and Internet access. In households that own PCs, for instance, 40% of all GRPs are delivered by cable, compared to 34% for broadcast and 27% for syndication. On a composite
basis for all consumer categories, cable delivers 38% of all GRPs, versus 33% for broadcast and 29% for syndication.
