Week 19 of the 2003/04 Season (1/26-2/1/04)

Primetime:

With the airing of Super Bowl XXXVIII on CBS, Cable’s share trailed Broadcasts by only 2.5 points. Cable delivered 33.2 million homes in Week 19 of the 2003/2004 Broadcast Season – up a considerable 2.1 million homes from year ago. In addition, Cable’s HH rating and share jumped up 1.5 points and 2.1 points, respectively, from last year. As expected, CBS experienced the largest gains among household – up 69% (please note that same period last year excluded Super Bowl) - thanks to the great Patriots v. Panthers game. Overall, Broadcast was up 3.9 million homes, 3.2 rating points and 4.5 share points.

First Quarter 2004 is off to a great start with Cable outperforming broadcast. Last year Cable trailed Broadcast by four share points whereas this quarter cable is up a healthy three share points to date. Compared to year ago, Cable is up almost four share points to a 49.9 level.

As the new 03-04 season continues to unfold - Cable continues to capture half of total TV viewing. In fact, Cable is outperforming Broadcast’s share level slightly to date whereas last season there existed a four share point spread between the two mediums. Cable’s niche programming continues to capture the hearts of viewers with rating gains across all of its audience measurements from year ago –delivering 2.7 million more homes; +2.1 HH rating points; and +3.2 HH share points.

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Total Day:

Ad Supported Cable delivered 20.0 million homes in the 19th week of the 03/04 Season, representing an increase of 1.9 million viewers from last year on a Total Day basis. Cable’s household ratings increased by 1.4 points to end at 18.4 and the share increased by 1.9 points to end at 51.3. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 12.1 points. The broadcast networks had gains in delivery and ratings, primarily because of the airing of the Super Bowl on CBS, while share remained the same.

Cable, to date, in the first quarter, has a strong lead over the broadcast networks. It ended with a 52.0 share, 13.9 points above Broadcast’s level. Ratings were up 1.3 points to finish at 18.5, and share increased 2.5 points from last year. The Broadcast Networks have experienced an increase in delivery, and ratings and share have declined.

For this season, cable rose to 19.0 million homes, up 1.6 million homes from last year. Cable’s ratings increased by 1.2 points to end at 17.5 and its share rose to 51.0, an increase of 2.2 points from last year. The broadcast networks experienced an increase in impressions and ratings, and share declined by 0.8 points to end at 38.7.

The month of January proved to be a very strong one for cable. Cable delivered 19.9 million homes, representing an increase of 1.8 million viewers from last year. Cable’s ratings increased by 1.4 to end at 18.4 and the share increased by 2.9 points to finish at 51.8. Cable had a commanding 13.7 point share lead over Broadcast. Broadcast was down across all audience measures compared to year ago.

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Source: Nielsen Galaxy.