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Week 11 of the 2002/03 Season (12/2-12/8/02)

Primetime:

In the first week of December 2002, Ad Supported Cable hit record high levels this season with 32.7 million viewers, 2.2 million more than the seven networks combined. Cable’s rating and share outperformed the Broadcast networks by 2.1 and 3.2 points, respectively. Compared to last year’s levels, Cable experienced a 1.9 million viewership gain with rating and share up considerably as well. Broadcast, on the other hand, lost 1.3 million viewers compared to last year. Broadcast’s rating and share fell 1.5 and 4.0 points, respectively. In fact, five out of the total seven networks experienced share declines this week.

To date this season, Cable is experiencing minimal gains delivering 29.6 million homes, garnering a 27.8 HH rating, and earning a 45.2 share. Broadcast on the other hand is down across all audience measures. The seven networks have lost 1.1 million 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 2.1 point decline, garnering a 51.8. CBS and WB are the only two networks to experience any gains this quarter to date.

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Total Day:

Ad Supported Cable rose to 17.6 million homes this week, an increase of 1.1 million viewers from last year on a Total Day basis. Cable’s ratings increased to a 16.5, up 0.8 points from last year and the share increased 0.5 points to finish at 48.9. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being 9.8 points.

Cable, to date, in the fourth quarter, ended with a 48.1 share, 8.1 points above Broadcast’s level. Cable ratings were up 0.4 points to finish at 15.9, and its share increased 1.1 points from last year. The Broadcast Networks have experienced a decline in viewership.

For this season, cable rose to 16.9 million homes, up 624,000 homes from last year. Cable’s rating increased by 0.5 points to end at 15.9 and its share increased to finish at 48.0, an increase of 1.0 point 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 1.7 points to 40.0.

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Source: Nielsen Galaxy.