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Week 40 of the 2003/04 Season (6/21-6/27/04)

Primetime:

Cable's on a roll this summer as it continues to set records week after week. Cable hit a high note this 40th week with a 59.0 share level – its highest ever. Additionally, Cable surpassed Broadcast seven nets by an unprecedented 24.9 share points – now that's an achievement. As the spread widens, Cable continues to dominate this summer season. Not only is Cable outpacing Broadcast significantly – it continues to experience yearly gains as Cable’s viewership has jumped 3.3 million homes; its rating climbed 2.6 points and its share level soared 4.0 points from year ago. Conversely, Broadcast ratings declined from same period a year ago as share level slipped to a 34.1.

As this week rounds out Second Quarter 2004, Cable outshines the seven Broadcast nets by a remarkable 11.3 share points and captures more than half of the total TV viewing. Compared to year ago, Cable experienced healthy gains as viewership jumped 1.6 million homes whereas the Broadcast networks continued to demonstrate declines with viewership down more than 3.0 million homes.

Not only is Cable setting records week after week, Cable continues to demand half of total TV viewing to date this season. In addition, Cable continues to outpace Broadcast week after week and on a season basis Broadcast continues to fall 4.6 share points behind Cable. The spread is only going to grow as we progress into the summer season where Cable dominates.

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Total Day:

Ad-Supported Cable delivered 19.7 million homes in the 40th week of the 03/04 Season, representing an increase of 1.7 million viewers from last year on a Total Day basis. Cable’s household ratings were up by 1.3 points from last year to end at 18.2 and the share was up by 2.9 points to end at 56.9. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 25.0 points. The broadcast networks were down across all audience measures.

For this season, cable rose to 19.0 million homes, up 970,000 homes from last year. Cable’s ratings increased by 0.6 points to end at 17.5 and its share rose to 52.2, an increase of 1.5 points from last year. The broadcast networks experienced an increase in impressions, ratings decreased and share declined by 0.6 points to end at 37.4.

Cable ended the second quarter with a strong lead over the broadcast networks. It ended with a 54.2 share, 18.9 points above Broadcast’s level. Ratings increased by 0.3 to end at 17.5, and share increased 1.3 points from last year. The Broadcast Networks have experienced an increase in delivery, and have suffered a decrease in ratings and share.

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Source: Nielsen Galaxy.