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Week 9 of the 2002/03 Season (11/18-11/24/02)

Primetime:

In its ninth week of the 02/03 Broadcast Season, Ad Supported Cable – up against the much anticipated finale of The Bachelor 2 – gained 721,000 homes in Primetime, delivering 28.9 million viewers. Broadcast’s share for the seven networks was up slightly (+ 0.6 point), earning a 52.7 share level. In fact, only two networks (ABC, +1.4 points and WB, +0.9 point) experienced any share gains this week. ABC’s The Bachelor 2 finale drove the networks audience growth as this was the third highest rated program for the week among households, earning a 24.8 HH share.

For the first 25 days of the November Sweeps, Ad Supported Cable is up in all audience measures versus a year ago while the seven broadcast networks have collectively lost viewership this sweeps period. Ad Supported Cable’s household delivery rose by 1.6 million homes while Broadcast’s was down 1.5 million homes. Contributing to cable’s gains were increases in delivery among viewers age 18-24 (+21.4% vs same period a year ago), 12-17 (+7.7%), 50+ (+5.0%) and 35-49 (+4.1%). Also, Cable’s rating and share jumped 1.2 and 1.6 share points, respectively, during Broadcast’s slate of premiere programming. Broadcast on the other hand experienced declines, with rating and share down significantly.

To date this season, Cable is experiencing minimal gains delivering 29.2 million homes, garnering a 27.4 HH rating, and earning a 44.5 share. Broadcast on the other hand is down across all audience measures. The seven networks have lost 807,000 viewers so far and are experiencing rating and share losses compared to last year’s levels.

In Fourth Quarter, Cable is up slightly compared to last year’s levels whereas Broadcast is down this quarter considerably. Broadcast’s share is experiencing a 1.7 point decline, garnering a 53.0. CBS and WB are the only two networks to experience any gains this quarter to date.

Download Primetime Spreadsheet

Total Day:

Ad Supported Cable fell to 16.6 million homes this week, a decrease of 271,000 viewers from last year on a Total Day basis. Cable’s ratings decreased to a 15.5, down 0.5 points from last year and the share decreased 1.3 points to finish at 46.7. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being 5.9 points.

Cable, to date, in the fourth quarter, ended with a 47.7 share, 7.5 points above Broadcast’s level. Cable ratings were up 0.4 points to finish at 15.8, and its share increased 0.8 points from last year to end at 47.7. The Broadcast Networks have experienced a decline in viewership.

For this season, cable rose to 16.7 million homes, up 476,000 homes from last year. Cable’s rating increased by 0.3 points to end at 15.7 and its share increased to finish at 47.7, an increase of 0.8 points from last year. The broadcast networks continued to experience rating decreases from last year. Ratings were down 0.5 to end at 13.2 and share was down 1.5 points to 40.3.

Download Total Day Spreadsheet

Source: Nielsen Galaxy.