Turner Broadcasting Sales is starting to roll out to agencies its Media at the Millennium II presentation. New are stats on national audience demographics, known as NAD breaks. Studying various household income and geographic data, Turner concludes again in the new study that buyers can substitute certain cable buys for broadcast buys and not compromise reach and frequency goals. Steven Heyer, president, worldwide marketing, distribution and international networks for Turner, said the purpose of the new presentation is to encourage a dramatic shift of buying dollars -- $1.2 billion -- to cable from broadcast TV.
Copyright December 1997, Crain Communications Inc.