About one click of the remote.
No question that cable has the added value/benefit of composition versus reach - and with composition comes better built-in targeting and therefore less waste. That said, the industry is still very much stuck in the mud of one-size-fits-all and buyers will always try and get the most potential audience using the least amount of steps in the process.
It's a one-two sucker punch really.
BUT, things are changing. Marketers are finally coming around to the realization that caution (in the form of calling the old Moonvess bluff of "come early or miss out") is the better part of valor when it comes to the premature committment of their precious budget.
This is one of those (few and perhaps only) times where slow is better.