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Summertime Analysis of Ad-Supported Cable on a Total Day Basis (5/26/03-8/24/03)

Ad-supported cable performed very strongly in the Summer of 2003. During this period, on the HH level, cable averaged 18.2 million homes, an increase of 1.0 million viewers from last year. Ratings were up 0.7 points and share increased by 1.0 point from last year. Cable held a very solid 20.4 share point lead over the 4-Nets. Broadcast was up slightly in impressions and ratings but suffered losses in share.

In the highly targeted A18-49 demo by advertisers, cable increased in all measures. Impressions were up 418,000, ratings were up 0.2 points and share increased by 0.5 points. Cable held a strong 18.4 share lead over broadcast. Broadcast was down across all measures. A25-54 saw an increase in impressions and ratings, but experienced a decline in share. Cable had a 15.7 share lead over broadcast in this demographic. Another demographic to experience gains in cable was A35-64. Impressions, ratings and share were all up.

F18-49, F35-64 & F55+ saw increases across the board in cable. M18-49 & M55+ saw increases in cable across the board as well as declines in broadcast ratings and share by almost five percent for the former and over five percent for the latter.

K2-11 & K12-17 saw its cable share decrease this year in comparison to last.

Despite some demographics seeing share decreases, cable remains strong in its performance. Overall, cable largely held strong leads over Broadcast in share across all demographics.

Download Summer 2003 Total Day Demographic Analysis Spreadsheet