Cable TV Advertising: Benefits, Rates, & How It Works

Advertising, Connected TV

Trying to get your ads on cable TV? You’re not alone, but you might be in a shrinking crowd. Research paints a clear picture: U.S. traditional pay-TV households have declined to around 68.7 million in 2025, down from 105 million in 2010, while Connected TV ad spend surges toward $30 billion annually.

So while cable TV advertising still has a role to play, especially for local reach, it’s time to understand how it works, what it costs today, and why most marketers are shifting their dollars toward CTV.

What Is Cable TV Advertising?

Cable TV advertising is commercial video content delivery provided by a cable operator to subscribers, in between programming, through coaxial cable or fiber optics. According to the FCC, this does not include any programming that is delivered without a wire via satellite.

Benefits of Cable TV Ads

Cable still offers value in specific scenarios, particularly for hyper-local or older-skewing audiences:

• Local Reach: Cable TV remains useful for small businesses targeting specific ZIP codes or designated market areas (DMAs).
• Cost-Effective: Compared to other forms of TV advertising, cable TV ads usually offer better CPMs.
• Trusted Environment: Ads run alongside premium, professionally produced programming, creating a brand-safe environment that protects advertisers.
• Enhanced Brand Credibility: Being featured on TV can significantly boost a brand’s visibility and credibility.

Types of Cable TV Advertising

There are two types of cable advertising: “spot” and “network.”

Spot TV Advertising

TV spots are local or regional insertions, purchased per market or zone. With spot buys, you can select specific dayparts, such as morning, afternoon, late night, or primetime viewing hours. It’s how brands reach viewers in select regions rather than running nationally.

Network TV Advertising

A network buy is when brands purchase airtime directly through a national cable channel, such as ESPN, Food Network, or CNN, to reach audiences across the country. It delivers wide reach and prestige, but network buys are generally more expensive than TV spots

To phrase this distinction another way, network buys are purchased from the networks themselves, whereas spots are purchased from cable providers and only appear to specific targeted subscribers.

Broadcast vs. Cable Advertising

Broadcast advertising airs on major networks like ABC, NBC, and CBS, reaching entire markets through free, over-the-air signals. Cable advertising, by contrast, targets paying subscribers through providers like Spectrum or Cox, allowing for more localized or niche placements.

Advertising on broadcast TV will allow you to get your ads in front of a broader group of people. So while this means that you cannot target specific audiences, if your goal is to spread awareness of your brand, then this might be a good option.

• Learn more about streaming TV advertising.

Cable TV Advertising Rates

How much does cable TV advertising cost? The truth is, no universal price exists. Many factors contribute to cable advertising rates, including:

• Market Size: Bigger markets mean bigger price tags. Major DMAs like New York or L.A. come with premium rates thanks to their larger audiences and higher demand.
• Time of Day: Prime-time spots (8–11 PM) cost more because that’s when viewership peaks and advertisers compete hardest for attention.
• Network or Channel: Airing on high-profile networks like ESPN or HGTV commands higher CPMs than smaller niche channels with limited reach.
• Ad Length and Frequency: Longer commercials or higher frequency buys drive up cost but also boost brand recall and exposure.
• Seasonality and Competition: Rates climb during high-demand periods, like the holidays, election cycles, or major sports events, when ad space becomes prime real estate.

Local cable spots often start around $5–$35 CPM, whereas regional or national buys are often cited at around $20 CPM. National buys offer massive scale and volume discounts that you don’t see in local spots due to the premium you’ll pay for geographic targeting.

• Learn more about TV advertising costs.

How to Advertise on Cable TV

One of the easiest ways to start advertising on cable TV is by working with a TV media buying agency that can help negotiate deals with a cable company directly. But if you were to do it yourself, the process will look something like this:

1. Define Audience & Goals

Cable targeting is based on channels and geography, not behavior or intent. You’ll work with a cable provider to choose zones that match your ideal customer base and your marketing goals.

2. Prepare Your Creative

Develop a compliant 15- or 30-second spot. Most providers can bundle production support to ensure your ad meets broadcast standards and looks the part on air.

3. Negotiate Inventory

Work with sales reps to review available slots and ratings, balancing exposure and cost. Many advertisers opt for rotator packages, which air ads within broad time windows to control spend (but not necessarily placement).

4. Launch and Track Delivery

You’ll receive an affidavit of performance confirming your ad’s airtime. But detailed performance metrics, like conversions or attributed site visits, aren’t part of the deal.

5. Measure and Optimize

Post-campaign, advertisers rely on Gross Rating Points (GRPs) or third-party studies for approximate results. Find out what works, tweak your creative, and try again for better results.

Measuring the Effectiveness of Cable TV Ads

Traditional cable TV measurement relies on slightly older methodologies that estimate rather than precisely track impact. Although we’ve mentioned some of these already, here’s a formal list of ways to track your cable TV advertising campaign performance:

• Nielsen Ratings: Sample-based estimates of what percentage of households tuned into a program (e.g., a 1.0 rating equals 1% of TV homes).
• Gross Rating Points (GRPs): The workhorse metric: reach multiplied by frequency (e.g., reaching 50% of the audience three times yields 150 GRPs).
• Reach and Frequency: Reach measures unique households exposed at least once; frequency tracks average exposures per household.
• Cost Per Mille (CPM) / Cost Per Point (CPP): Pricing efficiency benchmarks—CPM reflects cost per thousand impressions, while CPP ties spend to rating points.
• Affidavits of Performance: Post-campaign logs confirming ads aired as scheduled, with estimated audience delivery. They verify makegoods for missed spots, but provide no insight into the results.

Cable TV Advertising Best Practices

Even as cable viewership declines, advertisers can still make the most of the medium by focusing on strategy, creative quality, and measurable outcomes.

• Know Your Audience and Geography: Cable’s biggest advantage lies in local reach. Focus on spot buys in specific DMAs or ZIP codes to avoid wasted impressions.
• Invest in Clear, Compelling Creative: Viewers tune out generic ads. Use simple, focused messaging with a clear call-to-action, and professional production that reflects your brand’s credibility.
• Optimize Daypart Selection: Analyze viewing habits and prioritize dayparts that align with your audience’s lifestyle. Schedule for intent, not just availability.
• Track Performance Beyond Air Dates: Don’t stop at affidavits. Use digital tools, coupon codes, or vanity URLs to connect cable campaigns with online metrics and better understand ROI.
• Bridge Traditional and Digital: Extend your linear creative to Connected TV and streaming channels. A cross-platform approach amplifies reach and adds performance measurement capabilities that cable alone can’t provide.

Why You Need Performance TV

Traditional cable advertising comes with high costs, limited targeting, and no clear way to measure results. Connected TV (CTV) offers a smarter alternative—delivering the reach of television with the precision and performance of digital. MNTN Performance TV helps brands transition from cable to CTV with these key features:

• Premium CTV Inventory: Run ads on top-tier streaming networks, ensuring your brand appears in high-quality, brand-safe environments.
• MNTN Matched: AI-powered audience targeting finds the right viewers based on demographics, interests, and intent—no wasted impressions.
• Verified Visits™: Track CTV-driven site visits and conversions, giving you clear proof of campaign impact.
• Reporting Suite: Access real-time performance data, from reach and engagement to lower-funnel conversions, all in one dashboard.
• Automated Optimization: AI continuously refines your OTT advertising campaigns to improve efficiency and maximize return on ad spend.

Cable can’t compete with CTV’s precision and measurability. Upgrade your TV advertising strategy with MNTN’s self-serve software—sign up today.

Advertising on Cable TV: Final Thoughts

Ultimately, there are many ways you can get your ads on TV. Whether you choose to go with cable TV advertising or a CTV/OTT platform like Performance TV, the most important thing to factor into your decision-making process is what your ultimate goal will be.

While traditional linear TV advertising avenues like cable let brands target audiences based on specific locations, Performance TV allows advertisers to run their TV campaigns like a digital channel and track the results in real time. Essentially, you get all the benefits of cable TV advertising, but with much better targeting and measurement.