Quality, Quality, Quality

Interpublic Group Mediabrands Division today issued a revision to its 2009 ad spending forecast.  All the news was bad, and probably correct.  You know the details.  Here's what I found interesting.  Their research suggests that consumers are willing to give up cable TV and landline phone but not broadband access.

On the surface this seems like bad news for the cable TV industry. I don't think so.  The cable viewer is already a better consumer than the broadcast-only viewer.  Under recessionary circumstances the quality of the cable viewer as consumer will grow exponentially.  Yes the linear TV marketplace is contracting. Advantage cable.