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Daypart Scorecard (9/20/04-10/31/04)

Follow the latest trends in viewership across various key targets on a Total Day, Primetime, Early Morning, Daytime, Late Night and Weekend Daytime basis.

Week after week, month after month, year after year, Cable continues to grasp Broadcasts' audience virtually across all dayparts among advertiser's most coveted targets.

Some notable trends:

• On a Total Day basis this 04/05 Broadcast Season, Ad-Supported Cable’s niche programming continues to strike a cord with younger viewers as they unrelentingly flee Broadcast 7-Nets –Ch2-11 (-15.2%); T12-17 (-10.7%); A18-24 (-5.3%). Additionally, advertiser’s most coveted target –M18-34 desert the seven Broadcast nets with viewership down a whopping -12.9%.
• Every demo in Primetime for Ad-Supported Cable is experiencing healthy gains to date with Broadcast taking a hit across the age spectrum. Ad-Supported Cable continues to attract younger viewers – T12-17 (+12.8%) and A18-24 (+9.7%). Men 18-34 are still missing from Broadcast’s line up as viewership is down 6.9% to date while Ad-Supported Cable continues to experience healthy gains with this demo +8.3%.
• Females aged 25-34 start their day off right – with Ad-Supported Cable as viewership in Early Morning is up 15.6% from same period a year ago. Additionally, not only does cable experience healthy yearly gains across all demos, it dominates this daypart with household viewership outperforming Broadcast Big Three nets by a remarkable 12%.
• Women of all ages continue to tire of love, betrayal, sex – themes commonly found in Soap Operas as the Broadcast Big Three nets take a steep hit in Daytime, especially among W18-24 (-18.9%). These women are turning to Cable for stimulation/entertainment as Ad-Supported Cable’s viewership is up significantly across the board.
• Younger viewers are staying up later and later as Ad-Supported Cable’s programming continues to hit a high note in Late Night with viewership up a remarkable +21.2% among W18-24 and +12.7% with M18-24. On the contrary, Broadcast continues to struggle with this elicit target as A18-24 desert the Big Three Broadcast nets in droves.

Download Daypart Scorecard (9/20/04-10/31/04)

Source: CAB analysis of Nielsen Galaxy. 9/20/04-10/31/04 V. 9/22/03-10/26/03. Broadcast=program level data.

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