Kiley, Doug (2005) Cable’s big bet on hyper targeting BUSINESS WEEK, 7/4, p. 58-59.

Ad revenue is increased if the advertiser knows the demographics and psychographics of a consumer that is watching a certain show. The consumer is not a large segmented mass, rather an individual consumer watching the program from their home.

The television analyzes from choices made of program, time, and related information who is watching and what they are like.

It also knows that a father may watch the same program as a son, but has different commercial tastes. Thus, one cable television has one set of commercials and another set with the same program and tastes has another set of commercials.

If advertisers believe they know the consumer than they will be able to TARGET them with the right advertisements. Advertisers will pay up to 10 times more to get the right audience for their product or service.