Cable television delivers a greater choice of viewing options which this desirable group of viewers regularly seeks out. Over past several years, there has been is a steady shift of viewing from Broadcast to the expanding options found on cable. The chart below highlights this continuing shift:
Ad-Supported Cable, between 2000 and 2003, has grown seven share points (+20%) Broadcast viewership over the same period decreased 9 share points (-18%) The only other medium to experience growth was "the all other cable" category increasing 3 share points (+150%).
African-American viewers are seeking to enhance their personal viewing experiences and are willing to pay for it! In fact, the season to date numbers below highlight the fact that this momentum continues at an accelerated pace, across all demos:
AFRICAN-AMERICAN TELEVISION VIEWING - SEASON TO DATE: |
African-American Projections and Shares in Primetime |
|
Black
HH |
Black
P2-11 |
Black
P12-17 |
Black
P18-34 |
Black
P18-49 |
Black
P25-54 |
03/04 Season B roadcast 7 Net
AA Projection (000) |
5319 |
781 |
633 |
1606 |
3430 |
3418 |
02/03 Season B roadcast 7 Net
AA Projection (000) |
5171 |
982 |
682 |
1818 |
3725 |
3584 |
+/- |
148 |
-201 |
-49 |
-212 |
-295 |
-166 |
% Change |
2.9% |
-20.5% |
-7.2% |
-11.7% |
-7.9% |
-4.6% |
03/04 Season Ad-Supported Cable
AA Projection (000) |
4602 |
867 |
452 |
1325 |
2722 |
2628 |
02/03 Season Ad-Supported Cable
AA Projection (000) |
4083 |
707 |
433 |
996 |
2424 |
2408 |
+/- |
519 |
160 |
19 |
329 |
298 |
220 |
% Change |
12.7% |
22.6% |
4.4% |
33.0% |
12.3% |
9.1% |
Source: Nielsen Market Breaks - Program level data 9/22/03 - 04/04/04; 9/22/02 - 04/06/03. |
