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Final 2002/2003 Full Season Viewership Results: Ad-supported Cable Captures Almost a 50 Primetime Share
Surpasses The Seven Broadcast Networks Combined By Nearly 5 Share Points
September 17, 2003
NEW YORK—In a 2002/2003 season capped by 16 consecutive weeks of 50+ primetime shares, ad-supported cable averaged almost a 50 share for the full 12-month period—topping the seven broadcast networks (ABC, CBS, NBC, FOX, UPN, WB, PAX) by 4.6 share points. The final results for the complete 2002/2003 season (9/23/02–9/14/03) based on a Cabletelevision Advertising Bureau analysis of Nielsen data are: ad-supported cable recorded an average primetime U.S. household share of 49.6 (+3.8 versus the same period a year ago) compared to a collective 45.0 share (–3.8 percent) for the seven broadcast networks. Cable outpaced the broadcast networks on full season basis for the first time last year, finishing with an edge of slightly less than 1 share point.
In other audience measures for the full 2002/2003 season, ad-supported cable’s average primetime delivery was 31.4 million homes (+5.6 percent) and its rating was 29.4 (+4.3 percent), compared to the broadcast networks’ aggregate delivery of 28.5 million homes (–2.1 percent) and 26.7 rating points (–3.2 percent).
Individually, five of the seven broadcast networks failed to make any gains in primetime share during the full 2002/2003 TV season, with NBC posting the largest absolute declines in delivery, rating and share.
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AD-SUPPORTED CABLE VIEWERSHIP VS. BROADCAST |
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Primetime=Mon thru Sat 8–11pm/Sun 7–11pm |
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U.S. HH DELIVERY (000) |
U.S. HH RATING |
U.S. HH SHARE |
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02/03 |
01/02 |
%Diff |
02/03 |
01/02 |
%Diff |
02/03 |
01/02 |
%Diff |
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Ad-Supported Cable |
31,397 |
29,731 |
+ 5.6 |
29.4 |
28.2 |
+ 4.3 |
49.6 |
47.8 |
+ 3.8 |
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ABC |
6,017 |
5,960 |
+ 9.6 |
5.6 |
5.6 |
NC |
9.6 |
9.6 |
NC |
CBS |
7,899 |
7,758 |
+ 1.8 |
7.4 |
7.3 |
+ 1.4 |
12.5 |
12.5 |
NC |
NBC |
7,433 |
8,183 |
– 9.2 |
7.0 |
7.8 |
–10.3 |
11.8 |
13.2 |
–10.6 |
FOX |
5,716 |
5,440 |
+ 5.1 |
5.4 |
5.2 |
+ 3.8 |
9.0 |
8.7 |
+ 3.4 |
UPN |
2,489 |
2,338 |
+ 6.5 |
2.3 |
2.2 |
+ 4.5 |
3.8 |
3.7 |
+ 2.7 |
WB |
2,307 |
2,558 |
– 9.8 |
2.2 |
2.4 |
– 8.3 |
3.5 |
4.0 |
–12.5 |
PAX |
816 |
922 |
–11.5 |
0.8 |
0.9 |
–11.1 |
1.3 |
1.5 |
–13.3 |
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4 Bdcst Nets* |
25,171 |
25,655 |
– 1.9 |
23.6 |
24.3 |
– 3.0 |
39.8 |
41.3 |
– 3.6 |
Weighted Gross |
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7 Bdcst Nets** |
28,515 |
29,130 |
– 2.1 |
26.7 |
27.6 |
– 3.2 |
45.0 |
46.8 |
– 3.8 |
Weighted Gross |
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* ABC, CBS, NBC, FOX |
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** ABC, CBS, NBC, FOX, UPN, WB, PAX |
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Source: Cabletelevision Advertising Bureau analysis of Nielsen data, 9/23/02-9/14/03 vs. 9/24/01-9/15/02 |
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