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Ad-Supported Cable in a Virtual Tie with the Broadcast Networks for November Sweeps Primetime Viewership
It's the First Time Ever that the Seven Broadcast Networks Have Collectively Fallen Below a 50 Primetime Share for A November Sw
December 1, 2003
Ad-supported cable virtually tied the seven broadcast networks collectively in primetime viewership for the just-completed November sweeps, according to a Cabletelevision Advertising Bureau analysis of Nielsen data. For the four weeks of the sweeps period, ad-supported cable recorded an average primetime U.S. household delivery of 32.5 million homes (+10 percent versus the same period a year ago); a 30.0 rating (+8.3 percent); and a 48.3 share (+8.3 percent).
Collectively for the November 2003 sweeps, the seven national broadcast networks posted an average primetime U.S. delivery of 33.1 million homes (–2.2 percent); a 30.6 rating (–3.7 percent); and a 49.1 share (–3.5 percent). This marks the first time ever that the combined primetime share of the seven broadcast networks has dipped below 50 points for a November sweeps period. Ad-supported cable surpassed the four largest broadcast networks (ABC, CBS, NBC and FOX) together by 3.2 million homes, 3 rating points and 4.7 share points.
Individually, five of the seven national broadcast networks experienced primetime audience declines for the November 2003 sweeps, with NBC having the largest absolute losses in all viewership measures.
NOVEMBER 2003 SWEEPS |
PRIMETIME VIEWERSHIP |
2003 vs. 2002 |
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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2003 |
2002 |
%Diff |
2003 |
2002 |
%Diff |
2003 |
2002 |
%Diff |
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Ad-Supported Cable |
32,497 |
29,541 |
+10.0 |
30.0 |
27.7 |
+ 8.3 |
48.3 |
44.6 |
+ 8.3 |
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ABC |
7,205 |
7,413 |
– 2.8 |
6.6 |
6.9 |
– 4.3 |
10.8 |
11.2 |
– 3.6 |
CBS |
10,206 |
9,402 |
+ 8.6 |
9.4 |
8.8 |
+ 6.8 |
15.2 |
14.2 |
+ 7.0 |
NBC |
8,273 |
9,188 |
–10.0 |
7.6 |
8.6 |
–11.6 |
12.3 |
13.9 |
–11.5 |
FOX |
5,073 |
5,384 |
– 5.8 |
4.7 |
5.0 |
– 6.0 |
7.4 |
8.0 |
– 7.5 |
UPN |
3,027 |
3,277 |
– 7.6 |
2.8 |
3.1 |
– 9.7 |
4.3 |
4.8 |
–10.4 |
WB |
2,850 |
2,729 |
+ 4.4 |
2.6 |
2.6 |
NC |
4.1 |
4.0 |
+ 2.5 |
PAX |
750 |
944 |
–20.6 |
0.7 |
0.9 |
–22.2 |
1.1 |
1.4 |
–21.4 |
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4 Bdcst Nets* |
29,316 |
29,750 |
– 1.5 |
27.0 |
27.9 |
– 3.0 |
43.6 |
44.8 |
– 2.7 |
Weighted Gross |
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7 Bdcst Nets** |
33,128 |
33,865 |
– 2.2 |
30.6 |
31.7 |
– 3.7 |
49.1 |
50.9 |
– 3.5 |
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, 10/30/03-11/25/03 vs. 10/31/02-11/26/02 |
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