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Ad-Supported Cable Sweeps The Competition (2006 May Sweeps)

With more than two weeks into 2006 May Sweeps, Ad-Supported Cable leads the way; surpassing the Broadcast Seven Nets collective audience measures across the board. In spite of Broadcast telecasting its strongest programming this month, Ad-Supported Cable continues to capture 4.3 million more viewers than Broadcast on a household level; 3.9 more household rating points; and widen its gap with Broadcasts' household share by an impressive 6.8 points. In fact, Cable's gap with the Broadcast Seven has more than doubled this sweeps period v. last year's spread. Despite Broadcasts' strong attempt to hold on to its viewers, consumers flee to Cable in droves as viewership soars more than 1.6 million viewers v. year ago. In fact, six out of the total Seven Broadcast Networks experience a decline versus year ago with Fox being the long gainer thanks mainly to American Idol telecasts.

Source: CAB analysis of Nielsen Galaxy. 2006= Live + SD.

With Broadcasts' viewership down more than a million viewers in Primetime, which night of the week continues to drive this vast decline? Advertiser's most coveted night, Thursday, continues to be a significant battle for Broadcast with viewership down more than 5.3 million (P2-64) thanks to CBS's, NBC's, and UPN's weak performances among Adults aged 35-49. NBC in particular continues to struggle on Thursday as more than 900,000 females aged 35-49 tuned out. Broadcasts' loss is Cable's gain as Ad-Supported Cable captures consumers with its diverse offerings as viewership soars +303,000 viewers (P2-64) thanks mainly to an influx of men, especially M25-49.

Sunday night encounters steep declines as well with viewership down 3,936,000 viewers (P2-64) thanks mainly to CBS's and Fox's meek programming lineups. In fact, Broadcast is not faring too well this sweeps period as Monday and Wednesday nights are their lone gainers. Monday's growth is driven by ABC's Super Nanny and Fox's 24 while Wednesday's increase is solely thanks to Fox's programming machine American Idol.

As Cable continues to be the leading source of entertainment and information for TV audiences of all ages, Cable continues to experience healthy gains across practically every night of the week, especially on Friday (+1.2 million) and Sunday (+1.7 million) nights.

Source: CAB analysis of Nielsen Galaxy. 4/27-5/14/06 v. 4/28-5/15/05.

More viewers of all ages are tuning into Cable's diverse offerings than ever before. In fact, 64% of the data points (below) exhibit a significant gain while only 34% of data points for Broadcast show any growth. This sweeps period, Ad-Supported Cable's niche programming drew in men of all ages, especially M25-34 across all seven nights in Primetime. Broadcast on the other hand continues to erode with viewership down across the board among both men and women. Thursday through Sunday prove to be troublesome as viewers of all ages continue to desert the Broadcast seven, especially A35-49.

Source: CAB analysis of Nielsen Galaxy. 4/27-5/14/06 v. 4/28-5/15/05.

As Cable continues to deliver top notch programming and puts consumers in control by offering them a range of flexible options to serve their entertainment and information needs, there is no question that Cable will continue to flourish.

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