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Around-the-Clock Record Viewing Levels in Wired Cable Homes (1Q05 Analysis)

Wired Cable Viewing On The Rise!

Viewing to Ad-Supported Cable in Wired Cable homes continues to surge as 2005 is off to a great start. Ad-Supported Cable's year round quality programming drives viewership around-the-clock as record levels are set in First Quarter 2005 across key dayparts.

Cable's continuous investment in its programming has benefited consumers by delivering original, compelling and high-quality content that attracts viewers and programming awards. With the variety of programming that is available on Ad-Supported Cable throughout the day, advertisers need look at Cable first to reach their key audiences.

Wired cable continues to experience solid growth and is the best solution for reaching top consumer prospects at the DMA and sub-DMA level.

Below are notable highlights of Ad-Supported Cable's delivery growth in Wired Cable Households:

• Ad-Supported Cable's round-the-clock options have driven Total Day’s growth up +850,000 from 1Q04.
• In Primetime, Ad-Supported Cable delivers an average of 27.6 million in Wired Cable homes - an increase of 518,000 from 1Q04. Compared to 1Q00, delivery has grown a significant 35%.
• Early Fringe, a time where Broadcast mostly telecasts local and syndicated programming, Ad-Supported Cable manages to reach an average of 21.4 million homes in 1Q05 – representing over a million gain from same time year ago.
• Late Night continued to experience spectacular growth as delivery increased by 1.3 million homes. Late Night's growth has been astronomical over the years with viewership up more than 50% from 1Q00.
• Weekend has seen a tremendous surge in average delivery as well. Delivery for 1Q05 increased by 1.2 million from same time last year.

Download Wired Cable Growth Analysis (1Q05) PDF

Source: Nielsen custom study for CAB of Ad-Supported Cable delivery in wired cable homes.

*Total Ad-Supported Cable: Tuning to any national or local ad-supported cable network (includes national cable networks, ad supported regional channels and ad-supported local cable origination channels.)

**Any Wired Cable: homes capable of receiving cable network programming via a hard wire to the home (includes wired cable homes that also subscribe to Alternate Delivery Systems (ADS), i.e. DBS, SMATV, MMDS, C-Band.)

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