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Week 38 of the 2002/03 Season (6/9-6/15/03)

Primetime:

Ad Supported Cable sizzles in the summer as it surpasses the 50 share mark for the third consecutive week, delivering a 52.6 HH Share. Ad Supported Cable also managed to outdistance the seven broadcast networks combined share by an amazing 12.8 points in Prime. In addition, Cable’s delivery (31.0 million) surpasses Broadcast’s by a remarkable 7.7 million homes and outdistances Broadcast’s HH rating by 7.2 points. Compared to last year, Cable is down across all of its audience measurements while Broadcast is up thanks greatly to ABC’s telecasts of the “NBA Finals” this week. In fact three out of the total seven nets experienced losses this week.

In Second Quarter 2003 to date, Cable is outperforming Broadcast’s seven collective household share level by a healthy 6.0 points. Cable’s household delivery is 3.7 million above Broadcast’s and its household rating is surpassing Broadcast’s by 3.5 points. Compared to year ago, Cable is up a healthy 1.6 share points while Broadcast continues to erode. Six out of the total seven networks are down in household share with Fox being the only sole gainer this Quarter thanks to telecasts of “American Idol”.

To date this season, Cable is experiencing healthy gains vs year ago delivering 31.1 million homes, garnering a 29.1 HH rating, and earning a 47.9 share. Broadcast on the other hand is down across all audience measures. The seven networks have lost 676,000 viewers so far and are experiencing significant rating and share losses compared to last year’s levels. While four out of the seven nets are down in share, NBC is the clear driver of the share loss partly due to telecast’s of the Olympics last year.

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Total Day:

Ad Supported Cable delivered 17.7 million homes in the 38th week of the 02/03 Season, representing an increase of 490,000 viewers from last year on a Total Day basis. Cable’s household ratings increased 0.3 points from a year ago to 16.6 and the share decreased slightly by 0.3 points to end at 52.3. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a commanding 17.1 points. In an unusual occurrence, the broadcast networks were up in audience, ratings and share.

Cable, to date, in the second quarter, has a strong lead over the broadcast networks. It ended with a 52.8 share, 16.8 points above Broadcast’s level. Ratings were up 1.4 points to finish at 17.2, and share increased 2.3 points from last year. The Broadcast Networks have experienced a slight increase in viewership and ratings in comparison to last year, and it has seen its share decrease.

For this season, cable rose to 18.0 million homes, up 1.4 million homes from last year. Cable’s ratings increased by 1.2 points to end at 16.9 and its share rose to 50.5, an increase of 2.1 points from last year. The broadcast networks continued to experience declines from last year. It sustained losses across the board, as impressions fell by 55,000 homes, ratings declined by 0.2 to end at 12.8 and share decreased by 1.8 points to end at 38.2.

Download Total Day Spreadsheet

Source: Nielsen Galaxy.