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Not Too Small for Prime Time

Big changes in television are making cable-TV advertising a feasible and effective option for small business.

TECHNOLOGY New digital equipment lets cable advertisers target potential customers in ever-smaller zones--some with just a few thousand viewers.

AUDIENCE Basic cable now reaches 66.7% of U.S. households. Subscribers watch an average 23.4 hours of cable a week, up from 18.2 hours five years ago.

PRODUCTION Ad agencies, video production houses, and cable companies are cultivating the small business market, while new technology makes low-budget commercials look better

COSTS Digital technology lets cable systems sell more ad time, lowering costs. Example: In Bend, Ore., slots that used to cost $7 can now cost as little as $4.50.

DATA: CABLETELEVISION ADVERTISING BUREAU, COMPANY REPORTS



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Updated Oct. 2, 1997 by bwwebmaster
Copyright 1997, Bloomberg L.P.
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