Broadcast television reaches all TV homes within the entire market. With zoned cable, commercials are seen by the people who live in that particular zone and subscribe to cable.

Local cable operators pay national networks for the right to run a cable channel in their zone. In return, the national network provides the opportunity to insert local advertising (usually 2-4 minutes per hour). There are 9,000+ cable zones and 105 channels. Audience profiles and habits differ around the country.

Local cable allows for "narrowcasting", meaning that advertisers can precisely target certain demographics which minimizes waste and makes TV affordable to local businesses - like law firms. The key is to understand who, what, when, and where - and that's exactly what Martindale-Hubbell does for our clients!