Open Question: Who gets ad revenue? Cable company or tv network?

I am trying to do some research on the cable industry. I have found some numbers on the cable industry ad revenues for 2009 at the following site: http://www.ncta.com/Stats/AdvertisingRevenue.aspx But I don't know how the industry exactly works. I know that the cable companies pay a certain amount (such as $0.60 per subscriber per month) to the TV networks for the rights to broadcast their station. But then, who is responsible for delivering the commercials and who gets the ad revenues? The cable company or the TV network? Do they split it somehow? I am just trying to figure out the numbers for the cable companies' "TV" revenues combined. In other words the market size for cable tv delivery (excluding TV network revenues and cable internet service revenues, but including dvr rentals, pay-per-view and vod revenues) I also found the following numbers for the cable industry revenues, but it does not specify what it actually includes: (as to TV network revenues, or internet, etc.) http://www.ncta.com/Stats/CustomerRevenue.aspx Thanks