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Ad-Supported Cable Commands a 50 Primetime Share for the First Quarter of 2004
Surpasses The Seven Broadcast Networks Combined By Almost 3 Share Points
April 5, 2004
For the second consecutive year, ad-supported cable surpassed the collective first quarter primetime share of the seven national broadcast networks. According to a Cabletelevision Advertising Bureau analysis of Nielsen data for the first three months of 2004, ad-supported cable recorded an average primetime U.S. household share of 49.9up 2.3 share points (+4.8 percent) from the year before; compared to 47.1 (0.8 percent versus the same period in 03) for the broadcast networks.
In other primetime audience measures, cables 1Q 2004 primetime U.S. household delivery rose by 1.7 million homes (+5.4 percent) to 33.5 million; and its U.S. household rating increased by 1.1 points (+3.7 percent) to 30.9. In contrast, aggregate broadcast network delivery and rating declined by 0.1 percent and 1.7 percent respectively. For the first quarter primetime viewing period, ad-supported cable surpassed the seven broadcast networks by 1.7 million homes, 1.5 rating points, and 2.8 share points.
Five of the seven national broadcast networks posted declines in primetime audience share for the first quarter of 2004, with ABC experiencing the largest absolute losses.
This time a year ago, ad-supported cable outperformed 1st Quarter primetime broadcast viewership for the first time ever, with a 47.6 to 47.5 edge in share.
1st QUARTER PRIMETIME VIEWERSHIP: 2004 vs. 2003 |
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AD-SUPPORTED CABLE VIEWERSHIP VS. BROADCAST |
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Primetime=Mon thru Sat 811pm/Sun 711pm |
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U.S. HH DELIVERY (000) |
U.S. HH RATING |
U.S. HH SHARE |
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2004 |
2003 |
%Diff |
2004 |
2003 |
%Diff |
2004 |
2003 |
%Diff |
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Ad-Supported |
33,524 |
31,792 |
+ 5.4% |
30.9 |
29.8 |
+ 3.7% |
49.9 |
47.6 |
+ 4.8% |
Cable |
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ABC |
6,425 |
7,290 |
11.9 |
5.9 |
6.8 |
13.2 |
9.6 |
10.9 |
11.9 |
CBS |
9,434 |
8,881 |
+ 6.2 |
8.7 |
8.3 |
+ 4.8 |
14.1 |
13.3 |
+ 6.0 |
NBC |
7,952 |
8,170 |
2.7 |
7.3 |
7.7 |
5.2 |
11.8 |
12.2 |
3.3 |
FOX |
6,799 |
6,956 |
2.3 |
6.3 |
6.5 |
3.1 |
9.9 |
10.2 |
2.9 |
UPN |
2,621 |
2,297 |
+14.1 |
2.4 |
2.2 |
+ 9.1 |
3.8 |
3.3 |
+15.1 |
WB |
2,613 |
2,675 |
2.3 |
2.4 |
2.5 |
4.0 |
3.8 |
3.9 |
2.6 |
PAX |
735 |
867 |
15.2 |
0.7 |
0.8 |
12.5 |
1.1 |
1.3 |
15.4 |
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4 Bdcst Nets* |
28,354 |
28,372 |
0.1 |
26.2 |
26.6 |
1.6 |
42.1 |
42.4 |
0.7 |
Weighted Gross |
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7 Bdcst Nets** |
31,824 |
31,863 |
0.1 |
29.4 |
29.9 |
1.7 |
47.1 |
47.5 |
0.8 |
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, 12/29/03-3/28/04 vs. 12/30/02-3/30/03 |
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