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Ad-Supported Cable Outshines Broadcast Seven Nets During November 2004 Sweeps

With the end of November 2004 Sweeps, Ad-Supported Cable outperformed the Broadcast Seven Nets in Primetime for the third sweeps month in a row this year. Cable proved once again that it never sleeps as it continues to command consistent viewership throughout the year – even during one of Broadcasts’ strongest programming months.

Ad-Supported Cable outshined the Broadcast seven net household rating level by a healthy 10% and the Big Four by a remarkable 23%. Despite, Broadcast telecasting its strongest programming, viewers continued to flock to Ad-Supported Cable in droves as household viewership jumped 8.5%; rating climbed 7.3% and share grew 6.8% v. year ago. Conversely, Broadcast experienced losses across the board as household viewership fell 3.3%; rating declined 4.4% and share plummeted 4.9%. All networks except ABC experienced declines this sweeps period with NBC being hit the hardest.

Source: CAB analysis of Nielsen Galaxy data. 11/4-11/30/04 v. 10/30-11/25/03.

Source: CAB analysis of Nielsen Galaxy data. 11/4-11/30/04 v. 10/30-11/25/03. BDCT=program level data.

Broadcast persisted to lose steam in Primetime this November 2004 Sweeps among key targets while Ad-Supported Cable fascinated viewers across the age spectrum as every single demographic experienced a momentous gain, especially young adults. Cable’s edgy programming continued to lure young adults as Teens and P18-24 demonstrated largest percentage gains to date with viewership up +18.4% and +17.4%, respectively. Teen viewership was driven by both young boys and girls whereas P18-24 gain was mainly due to an influx of young women with viewership up more than 23%. Broadcast sang a different tune as the seven nets took a hit among young adults as Teens were down 6.7% - largest percentage decline to date - and P18-24 fell 1.4% thanks to young men tuning out this November Sweeps period. As young men continued to flee the Broadcast networks, Ad-Supported Cable surpassed Broadcasts’ viewership levels among M12-24.

Other Notable Trends:
Ad-Supported Cable swept the competition among children aged 2-11 and surpassed Broadcasts’ viewership by an amazing 1.8 million viewers. Ad-Supported Cable’s healthy yearly +8.9% gain was driven chiefly by a flood of young boys tuning in to their favorite programming. Conversely, Broadcast experienced a slight decline among CH2-11 v. year ago, thanks to losses experienced among young girls.

Ad-Supported Cable’s P25-49 considerable gain this sweeps period was driven by both sexes as men and women experienced healthy yearly gains - P25-34 (+5.7%) and P35-49 (+6.6%). Broadcast on the other hand, lost ground with P25-49 as viewership continued to plummet. P25-34 decline was driven mainly by loss of females aged 25-34 – comprising 83% of the loss while P35-49 decline was driven by lack of Men aged 35-49 this November sweeps period.

As Broadcast continues to erode month after month, sweeps after sweeps, year after year – just how low are the rating levels. Today, Broadcast continues to hover around 0-5 rating group as 85% of Broadcast’s strongest programming earned below a 5.0 rating among advertiser’s most coveted demo – A18-49. The high levels which long time ago differentiated Broadcast from Cable are long gone.

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