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Week 22 of the 2003/04 Season (2/16-2/22/04)

Primetime:

Cable is neck in neck with Broadcast’s seven nets during the third week of February Sweeps 2004. Cable delivered a 48 share – up more than four share points from last year’s level whereas Broadcast’s total share of viewing fell about four points to a 48.9 level. In addition, Cable’s viewership grew 2.6 million homes and its rating jumped 2 points to a 29.8 level. In contrast to cable’s gains, four out of the total seven Broadcast networks experienced considerable declines this week v. year ago. Another notable note – HBO’s Sex in the City finale drove premium pay’s share up 15%.

Cable continues to outperform Broadcast seven nets this First Quarter 2004, as Cable’s share is about two share points above Broadcast’s level. Compared to year ago, Cable’s share of total TV viewing has grown about four points whereas Broadcast’s has declined about three to a 47.7 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. Cable’s niche programming continues to capture the hearts of viewers with rating gains across all of its audience measurements from year ago –delivering 2.6 million more homes; +2.0 HH rating points; and +3.2 HH share points.

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Total Day:

Ad Supported Cable delivered 19.2 million homes in the 22nd week of the 03/04 Season, representing an increase of 687,000 viewers from last year on a Total Day basis. Cable’s household ratings increased by 0.4 points to end at 17.7 and the share increased by 2.3 points to end at 51.4. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 13.4 points. The broadcast networks had declines in all audience measures.

Cable, to date, in the first quarter, has a strong lead over the broadcast networks. It ended with a 51.7 share, 13.5 points above Broadcast’s level. Ratings were up 0.9 point to finish at 18.2, and share increased 2.1 points from last year. The Broadcast Networks have experienced a decrease in all audience measurements.

For this season, cable rose to 19.0 million homes, up 1.4 million homes from last year. Cable’s ratings increased by 1.0 point to end at 17.5 and its share rose to 51.0, an increase of 2.1 points from last year. The broadcast networks experienced an increase in impressions, ratings remained constant and share declined by 0.9 points to end at 38.6.

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Source: Nielsen Galaxy.