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The Rise and Rise of Cable TV: Demand elasticity of cable television during the Great Recession
Unformatted Document Text:  CABLE SUBSCRPITIONS Figure 1 – Comparison of mean unemployment rates in sample DMA’s. (US Department of Labor, 2006-2009). Mean Unemployment Rates 0 2 4 6 8 10 12 14 Feb-06 May-06 Aug-06 Nov-06 Feb-07 May-07 Aug-07 Nov-07 Feb-08 May-08 Aug-08 Nov-08 Feb-09 May-09 Aug-09 Nov-09 Month-Year Percent Unemployed Recession-WeakRecession-StrongNATIONAL AVERAGE Figure 2 – Comparison of mean Cable/ADS subscription rates in sample DMA’s (Television Bureau of Advertising, 2006-2009). Mean Cable/ADS Penetration 80 82 84 86 88 90 92 Feb-06 May-06 Aug-06 Nov-06 Feb-07 May-07 Aug-07 Nov-07 Feb-08 May-08 Aug-08 Nov-08 Feb-09 May-09 Aug-09 Nov-09 Month-Year Penetration Recession-WeakRecession-StrongNATIONAL AVERAGE 16

Authors: Danelo, Matthew.
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CABLE SUBSCRPITIONS
Figure 1 – Comparison of mean unemployment rates in sample DMA’s. (US Department of 
Labor, 2006-2009).
Mean Unemployment Rates
0
2
4
6
8
10
12
14
Feb-06
May-06
Aug-06
Nov-06
Feb-07
May-07
Aug-07
Nov-07
Feb-08
May-08
Aug-08
Nov-08
Feb-09
May-09
Aug-09
Nov-09
Month-Year
Percent Unemployed
Recession-Weak
Recession-Strong
NATIONAL AVERAGE
Figure 2 – Comparison of mean Cable/ADS subscription rates in sample DMA’s (Television 
Bureau of Advertising, 2006-2009).
Mean Cable/ADS Penetration
80
82
84
86
88
90
92
Feb-06
May-06
Aug-06
Nov-06
Feb-07
May-07
Aug-07
Nov-07
Feb-08
May-08
Aug-08
Nov-08
Feb-09
May-09
Aug-09
Nov-09
Month-Year
Penetration
Recession-Weak
Recession-Strong
NATIONAL AVERAGE
16


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