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Ad-Supported Cable Breaks Primetime Share Record for the Third Consecutive Week
Cable Tallies a 55.6 Share in Week #42—An All-Time High for Any Reporting Period
July 16, 2003
For the third week in a row, ad-supported cable broke its all-time primetime share record by notching a 55.6 level during the July 7-13 reporting period. Cable’s share was 2.8 points (+5.3 percent) higher than the same period last year; and exceeded the collective share of the seven national broadcast networks by 19.4 points. Broadcasters’ aggregate share was down 1.9 points (–5.0 percent) from a year ago.
In other primetime audience measures for Week #42 of the 2002/2003 TV season, ad-supported cable’s average U.S. household delivery rose 2.2 million homes (+7.4 percent) versus last year; and its rating increased 1.8 points (+6.3 percent). Cable outperformed broadcast by 11.2 million homes and 10.5 rating points.
Individually, four of the seven broadcast networks had declines in primetime share.
This is the 23rd consecutive summer week that ad-supported cable has recorded a 50+ primetime share.
For the 2002/2003 season-to-date (September 23, 2002–July 17, 2003), ad-supported cable is leading the broadcast networks in primetime share by 1.6 points: 48.5 to 46.9.
WEEK #42 PRIMETIME VIEWERSHIP: 2002/03 vs. 2001/02 |
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AD-SUPPORTED CABLE VIEWERSHIP VS. BROADCAST |
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 |
32,219 |
29,997 |
+ 7.4 |
30.2 |
28.4 |
+ 6.3 |
55.6 |
52.8 |
+ 5.3 |
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ABC |
4,359 |
4,366 |
– 0.2 |
4.1 |
4.1 |
NC |
7.5 |
7.7 |
– 2.6 |
CBS |
5,701 |
5,702 |
NC |
5.3 |
5.4 |
– 1.9 |
9.8 |
10.0 |
– 2.0 |
NBC |
5,801 |
5,433 |
+ 6.8 |
5.4 |
5.1 |
+ 5.9 |
10.0 |
9.6 |
+ 4.2 |
FOX |
3,568 |
4,949 |
–27.9 |
3.3 |
4.7 |
–29.8 |
6.2 |
8.8 |
–29.5 |
UPN |
1,821 |
1,590 |
+14.5 |
1.7 |
1.5 |
+13.3 |
3.1 |
2.8 |
+10.7 |
WB |
2,244 |
1,831 |
+22.6 |
2.1 |
1.7 |
+23.5 |
3.8 |
3.2 |
+18.8 |
PAX |
616 |
726 |
–15.2 |
0.6 |
0.7 |
–14.3 |
1.1 |
1.3 |
–15.4 |
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4 Bdcst Nets* |
18,294 |
19,112 |
– 4.3 |
17.1 |
18.1 |
– 5.4 |
31.6 |
33.7 |
– 6.2 |
Weighted Gross |
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7 Bdcst Nets** |
21,006 |
21,609 |
– 2.8 |
19.7 |
20.5 |
– 3.9 |
36.2 |
38.1 |
– 5.0 |
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, 7/7/03-7/13/03 vs. 7/8/02-7/14/02 |
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