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May 2004 Primetime Sweeps Demo Analysis vs. May 2003 Sweeps
As Broadcasts' season winded down – Broadcasts' strongest programming during the May 2004 Primetime Sweeps period lacked appeal as viewers of all ages deserted the seven nets. Broadcast experienced steep declines across the complete age spectrum in Prime, especially among Persons 25-34 as viewership fell 12.7% - down more than a million viewers from same period a year ago. In fact, both young and old tuned out as viewership among P2-11 & P35+ declined by more than a half a million viewers. Not even American Idol and Friends could offset these vast losses. Not only did Broadcast experience ghastly losses this May 2004 Sweeps, it lost ground among advertisers most coveted target – young men.
Where did all the spectators go? Did they turn to other mediums for entertainment? Not at all as viewers remained glued to the tube as HUT % levels were relatively on par with last year. Plain and simple – Broadcasts' loss was Cable's gain.
Source: CAB analysis of Nielsen Galaxy.
Cable's niche programming swept Broadcasts’ audience away as every single demographic experienced amazing gains v. same period a year ago. As Cable continues to deliver the best content on TV, viewers continue to flock to Cable week after week.
Cable continues to set the standard for achievement across the board. Cable's strong gains among 18-34 were driven by an influx of both men and women this May Sweeps while P2-17 and P35+ gains were driven considerably by a flood of women. As Broadcast lost ground with P25-34, Cable snatched up these viewers and experienced a 5.3% gain.
PRIMETIME MAY SWEEPS DEMO ANALYSIS
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P12-17 |
P18-24 |
P25-34 |
P35-49 |
P50+ |
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|
AA(000) |
AA(000) |
AA(000) |
AA(000) |
AA(000) |
AA(000) |
AD SUPP CABLE |
May Sweeps 2004 |
4381 |
2951 |
2919 |
5197 |
9561 |
16206 |
AD SUPP CABLE |
May Sweeps 2003 |
4222 |
2676 |
2638 |
4935 |
9384 |
15556 |
|
(+/-) |
159 |
275 |
281 |
262 |
177 |
650 |
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% Diff |
3.8% |
10.3% |
10.7% |
5.3% |
1.9% |
4.2% |
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7 Broadcast Net Total |
May Sweeps 2004 |
3032 |
3239 |
3347 |
6987 |
13198 |
19562 |
7 Broadcast Net Total |
May Sweeps 2003 |
3546 |
3525 |
3752 |
8003 |
13819 |
20097 |
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(+/-) |
-514 |
-286 |
-405 |
-1016 |
-621 |
-535 |
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% Diff |
-14.5% |
-8.1% |
-10.8% |
-12.7% |
-4.5% |
-2.7% |
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F2-11 |
F12-17 |
F18-24 |
F25-34 |
F35-49 |
F50+ |
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AA(000) |
AA(000) |
AA(000) |
AA(000) |
AA(000) |
AA(000) |
AD SUPP CABLE |
May Sweeps 2004 |
1917 |
1268 |
1371 |
2524 |
4500 |
8517 |
AD SUPP CABLE |
May Sweeps 2003 |
1768 |
1005 |
1223 |
2375 |
4393 |
8077 |
|
(+/-) |
149 |
263 |
148 |
149 |
107 |
440 |
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% Diff |
8.4% |
26.2% |
12.1% |
6.3% |
2.4% |
5.4% |
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7 Broadcast Net Total |
May Sweeps 2004 |
1590 |
1771 |
1965 |
4181 |
7793 |
12208 |
7 Broadcast Net Total |
May Sweeps 2003 |
1810 |
1839 |
2321 |
4700 |
8068 |
12419 |
|
(+/-) |
-220 |
-68 |
-356 |
-519 |
-275 |
-211 |
|
% Diff |
-12.2% |
-3.7% |
-15.3% |
-11.0% |
-3.4% |
-1.7% |
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M2-11 |
M12-17 |
M18-24 |
M25-34 |
M35-49 |
M50+ |
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|
AA(000) |
AA(000) |
AA(000) |
AA(000) |
AA(000) |
AA(000) |
AD SUPP CABLE |
May Sweeps 2004 |
2464 |
1684 |
1548 |
2673 |
5062 |
7689 |
AD SUPP CABLE |
May Sweeps 2003 |
2454 |
1671 |
1416 |
2560 |
4990 |
7479 |
|
(+/-) |
10 |
13 |
132 |
113 |
72 |
210 |
|
% Diff |
0.4% |
0.8% |
9.3% |
4.4% |
1.4% |
2.8% |
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7 Broadcast Net Total |
May Sweeps 2004 |
1441 |
1468 |
1382 |
2808 |
5404 |
7355 |
7 Broadcast Net Total |
May Sweeps 2003 |
1738 |
1688 |
1431 |
3304 |
5751 |
7678 |
|
(+/-) |
-297 |
-220 |
-49 |
-496 |
-347 |
-323 |
|
% Diff |
-17.1% |
-13.0% |
-3.4% |
-15.0% |
-6.0% |
-4.2% |
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Source: CAB analysis of Nielsen Galaxy. |
Broadcast = pgm level data. |
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