COST INDEX, BY DAYPART (CHART)

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Sports are no longer the most efficient place to reach men (sports indexed at 100).

Households Men 18-40 Men 25-54

Daypart 1989-90 1993-94 1989-90 1993-94 1989-90 1993-94

Weekend sports 100 100 100 100 100 100

Prime time 102 88 145 119 141 117

Early evening news 56 48 116 97 102 86

Late fringe 72 59 110 76 106 76

Source: BJK&E Media Group, network TV CPMs, June-May for indicated periods

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