Week 36 of the 2003/04 Season (5/24-5/30/04)

Primetime:

As the Official 03-04 Season came to an end – Cable marked a milestone by outperforming Broadcasts’ seven nets for the first time EVER. In addition, Cable commanded 50% of the total TV viewing this season and surpassed Broadcasts' seven nets by a healthy 2.7 share points. Compared to last year, Cable's audience grew 1.8 million homes; HH rating jumped up 1.3 points; and the HH share flew 2.2 points to a 49.9 level. Conversely, Broadcast continued to lack appeal as viewers continued to abandon Broadcast in favor of Cable programming.

The 03/04 Season winded down with Week 36 as Cable surpassed the 50 share mark and outperformed Broadcasts' seven nets by an impressive 11.8 share points. Especially now that summer is upon us – Cable will continue to capture the hearts of viewers with its niche programming and dominate week after week in Primetime. Compared to year ago, Cable experienced slight audience declines whereas Broadcast's viewers gained some ground thanks mainly to Fox as it aired the American Idol finale.

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Total Day:

Ad-Supported Cable delivered 18.6 million homes in the 36th week of the 03/04 Season, representing an increase of 30,000 viewers from last year on a Total Day basis. Cable’s household ratings were down slightly by 0.2 points from last year to end at 17.2 and the share was down by 0.2 points to end at 53.8. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 18.4 points. The broadcast networks had increases in all audience measures. Please note that this week American Idol aired its finale on FOX.

Cable, to date, in the second quarter, has a strong lead over the broadcast networks. It ended with a 53.2 share, 16.8 points above Broadcast’s level. Ratings were down 0.1 points to finish at 17.2, and share increased 0.3 points from last year. The Broadcast Networks have experienced an increase in delivery and share, and have suffered a decrease in ratings. Please note that same period last year was an irregular one due to war coverage of America invading Iraq.

For this season, cable rose to 18.9 million homes, up 890,000 homes from last year. Cable’s ratings increased by 0.6 points to end at 17.5 and its share rose to 51.7, an increase of 1.3 points from last year. The broadcast networks experienced an increase in impressions, ratings decreased and share declined by 0.5 points to end at 37.9.

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Source: Nielsen Galaxy.