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Week 2 of the 2003/04 Season (9/29-10/5/03)

Primetime:

In the second week of the 03-04 Broadcast Season, Cable's share soared about four share points up from last year's level - delivering a 48.1 HH share (up slightly from last week's level as well). In addition, Cable outperformed last year's level by 3.5 million homes and 2.8 HH rating points whereas Broadcast continued to erode across all audience measurements -down about two share points from last year's level. Broadcast's decline continues to be fueled by NBC's poor performance - down 12% among HH share.

As the new 03-04 season continued to unfold - Broadcast managed to capture 51% of total TV viewing but the gap between Cable and Broadcast narrowed exponentially as it recorded a 2.5 share point spread v. an 8.0 share point difference last year.

In the first two weeks of the 03-04 Broadcast Season, Cable is holding its own during the slate of Broadcast’s premiere programming with 48% share of Total TV viewing to Cable. In fact, the spread between Cable and Broadcast has narrowed significantly from 7.5 share points last year to 2.4 points this year. In addition, Cable has experienced healthy gains across all of its audience measurements from year ago while Broadcast is continuing to erode – down almost 2 share points. It’s a tight race and Cable is certainly posed to win.

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Total Day:

Ad Supported Cable delivered 18.0 million homes in the 2nd week of the 03/04 Season, representing an increase of 1.8 million viewers from last year on a Total Day basis. Cable’s household ratings increased 1.4 points from a year ago to 16.6 and the share increased by 2.6 points to end at 50.2. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 11.2 points. The broadcast networks were up in impressions and ratings but declined in share.

For this season, cable rose to 17.9 million homes, up 1.7 million homes from last year. Cable’s ratings increased by 1.3 points to end at 16.5 and its share rose to 50.1, an increase of 2.4 points from last year. The broadcast networks experienced an increase in impressions, ratings held constant and share declined by 1.2 points to end at 39.0.

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Source: Nielsen Galaxy.