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More DSL Than Cable Internet Access Sold







More DSL Than Cable Internet Access Sold

More DSL Than Cable Internet Access Sold 05/05/2004 02:51 AM

Los Angeles Times May 5 2004 7:07AM GMT




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More DSL Than Cable Internet Access Sold

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Quot ing Jeff Jarvis in full (because the information is that important to me:

The Internet is now bigger than cable, according to eMarketer (via Media Post and LostRemote).
...eMarketer now estimates U.S. household Internet penetration is about 67.9 percent. That compares with a 65.8 percent U.S. household penetration level for cable, according to an eMarketer analysis of Nielsen Media Research and U.S. Census data. More significantly, Ramsey noted that while cable TV penetration has essentially been flat at about 66 percent of U.S. households, online penetration continues to expand.... “Wow,” said Jes Santoro, vice president-director of integrated media at Earthquake Media, a media shop that buys traditional and online media, upon learning of the online penetration milestone from MediaDailyNews. “I think it is very significant. But it’s symbolic as well.” “It’s symbolic because it speaks to people’s media consumption habits,” he explained. “Think about cable, you kind of have to have it to have it to get TV reception. It’s almost like a utility. But with the Internet, people go out and get it because they want to use the Internet.” eMarketer’s Ramsey agreed, noting that it was similar household penetration milestones that first got cable TV on the map with Madison Avenue during various junctures in cable’s history.

Oh, but that's not the half of it. They're only counting homes and every single Internet business I know (even Nick Denton's work-unsafe Fleshbot) sees its prime time at midday, during work, where almost anyone sitting at a desk now has high-speed Internet access.

So the penetration is higher than the numbers above indicate. And the usage is higher.

Internet will get greater mindshare and greater share of the audience's attention because cable and TV and radio can't reach them at work, but the Internet can.

Let's repeat that again: The Internet is bigger than cable TV. And so the Internet should be getting a much bigger share of advertising dollars.

Alas, though... 'the internet' is too fragmented to aggregate for media buyers the way cable is aggregated in most markets... Even with cable there are only 300 channels or so for advertisers to split their dollars amongst...

Also see: John Battelle's SearchBlog and MarketingWonk.


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More DSL Than Cable Internet Access Sold

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