CBS hopes tabs cap CAB's ad hype

Eye web charts network vs. cable aud numbers

By JOSEF ADALIAN

Broadcasters frequently complain about the media attention and ad dollars lavished on basic cable nets, arguing that even the lowest-rated network show usually draws more eyeballs than the top-rated cable program. Now, one Big Four web has decided to go to unusual lengths to prove that point.

CBS this month is sending select reporters and ad buyers slide charts which allow for easy comparisons between the average audience size of CBS daytime and primetime programming to 37 major basic cable nets. By pulling a tab, the chart user can see how many viewers -- both in total or among key demographic groups -- watch the Eye on average compared with A&E, Comedy Central, USA or most other big cablers.

A note attached to the chart from CBS primetime sales senior veep Christopher Simon says the net hopes the device will convince ad buyers that, "When it comes to the cable audience ... there's much less than meets the eye."

A CBS insider explains that the web's sales team is just trying to point out what should be obvious: Network TV still does the best job of drawing a crowd.

"The reality is, cable's audience is diminutive compared to the broadcast networks," the person said. "We're tired of the press jumping all over every release the CAB puts out. It's time to point out how small their audience really is, especially in comparison to broadcast television."