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Week 31 of the 2003/04 Season (4/19-4/25/04)

Primetime:

Cable surpassed the 50 share mark for the 9th consecutive week, capturing more than half of total TV viewing – outpacing Broadcast by an impressive 8.3 share points. Additionally, Cable outshined Broadcast by 5.3 million homes and 4.8 HH rating points, respectively. Compared to last year, Cable experienced healthy gains with share up 4.0 points whereas Broadcast’s fell 3.6 points mainly thanks to ABC’s, CBS’s, and Fox’s weak performances this week.

Second Quarter 2004 is off to a great start as Cable’s share is outpacing Broadcast’s 7-net share by an impressive 9.0 points. Compared to year ago, Cable’s viewership has grown 384,000 households whereas Broadcast’s has continued to decline thanks mainly to ABC’s and Fox’s programming slate.

As the new 03-04 season continues to unfold - Cable continues to capture half of total TV viewing. In fact, Cable is outperforming Broadcast’s share level by about three points, whereas last season Broadcast had a higher share level than cable. Cable’s niche programming continues to capture the hearts of viewers with rating gains across all of its audience measurements from year ago –delivering 1.9 million more homes; +1.3 HH rating points; and +2.3 HH share points.

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Total Day:

Ad Supported Cable delivered 19.0 million homes in the 31st week of the 03/04 Season, representing an increase of 559,000 viewers from last year on a Total Day basis. Cable’s household ratings increased by 0.2 points from last year to end at 17.5 and the share increased by 1.6 points to end at 53.9. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 17.8 points. The broadcast networks had decreases in all audience measures.

For this season, cable rose to 19.0 million homes, up 908,000 homes from last year. Cable’s ratings increased by 0.6 points to end at 17.6 and its share rose to 51.6, an increase of 1.3 points from last year. The broadcast networks experienced an increase in impressions, a decrease in ratings and share declined by 0.5 points to end at 38.1.

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Source: Nielsen Galaxy.