Q. How do I find what cable system serves my area?  How do I contact them?

A. Several ways to find this out:  1) Click on this link to go to our directory of local cable websites; 2) Purchase the Television & Cable Fact Book by Warren Communications News by either calling 800-771-9202 or go to www.warren-news.com;  3) Purchase the SRDS TV & Cable Source by SRDS by either calling 800-851-7737 or go to www.srds.com;  4) Call CAB’s Information Services department at 212-508-1234.

Q. What’s a DMA?

A. DMA is a Designated Market Area.  "The Nielsen definition of a viewing market for rating & sales purposes.  A DMA market is composed of all counties in which commercial stations assigned to the market achieve the largest share of audience."  Go to www.nielsenmedia.com/dmas.html for a complete listing.

Q. How can I buy cable for the complete market in a DMA?

A. Most of the DMAs have an Interconnect company which may be a MSO.  An interconnect links 2 or more cable systems.  For a listing of Interconnects by area, go to our directory of local cable & Interconnect websites

Q. If I want to buy cable in more than one DMA, do I have to call each cable system in each market, or is there an easier way?

A. There is an easier way.  Cable rep firms like NCC specialize in this and will help you make the buy efficiently and cost-effectively.

Q. I know I can buy cable nationally, throughout a DMA, or in a part of a DMA.  How about regionally?

A. Yes and no.  Yes, there are regional news networks and regional sports that in some cases cover two or more DMAs.  However, the only way to buy time in cable programming in, say, the eastern US only is to make a multi-market buy.  Fortunately, cable rep firms make that easy.

Q. Do I need to have a commercial already produced if I want to advertise on cable?

A. Most cable sales offices offer production services to advertisers and will produce a commercial showcasing your business in the way you want it.  In the few cases where the system doesn’t do commercial production, they can recommend a third party who can do the job for you.

Q. How much does a commercial on local cable cost?

A. Unfortunately, as a trade association we are prohibited from getting into discussions of cost.  All we can say is that cable is very targeted and with little waste the commercials probably cost less than you think.

Q. Can I put commercials in cable networks that will just reach my immediate area?

A. Yes.  Ads can be placed that cover a DMA or a subset of a DMA, usually referred to as a “zone”.

Q. Which networks can I put my commercial on?

A. For each cable network a system puts commercials on, they must make a capital investment in a separate piece of equipment.  Therefore, your local system may not insert ads in every ad-supported cable network, but they surely insert in those that have the highest viewership and advertiser attractiveness.