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Week 38 of the 2003/04 Season (6/7-6/13/04)

Primetime:

Cable's ratings continue to sizzle this week as Cable captures 56% of total TV viewing and outperforms Broadcast seven nets by an astounding 22.4 share points. Compared to year ago, Cable’s viewership has jumped 3.3 million homes; its rating climbed 2.6 points and its share level soared 3.7 points to a 56.3 level. Conversely, Broadcast ratings declined from same period a year ago as viewership fell 2.7 million homes and share level slipped 5.9 share points to a low 33.9. Broadcast continues to slide in spite of Broadcast's efforts to maintain its viewers during the summer months with its new (reality) programming. Broadcast's decline was driven mainly by NBC’s and Fox's poor performance this week.

Cable is performing great in Second Quarter 2004 as it continues to outpace Broadcast week after week. To date, Cable captures more than half of total TV viewing and continues to outperform the seven nets by 9.3 share points. Compared to year ago, Cable experiences healthy gains whereas the Broadcast networks continue to demonstrate declines.

With only its second week of summer, Cable continues to demand half of total TV viewing to date. In addition, Cable continues to outpace Broadcast week after week and on a season basis Broadcast continues to fall 3.8 share points behind Cable. The spread is only going to grow as we progress into the summer season where Cable dominates these months.

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Total Day:

Ad-Supported Cable delivered 19.5 million homes in the 38th week of the 03/04 Season, representing an increase of 1.8 million viewers from last year on a Total Day basis. Cable’s household ratings were up by 1.4 points from last year to end at 18.0 and the share was up by 3.1 points to end at 55.4. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 22.0 points. The broadcast networks had decreases in all audience measures.

Cable, to date, in the second quarter, has a strong lead over the broadcast networks. It ended with a 53.8 share, 18.0 points above Broadcast’s level. Ratings increased by 0.2 to end at 17.4, and share increased 1.0 point from last year. The Broadcast Networks have experienced an increase in delivery, and have suffered a decrease in ratings and share.

For this season, cable rose to 19.0 million homes, up 937,000 homes from last year. Cable’s ratings increased by 0.6 points to end at 17.5 and its share rose to 51.9, an increase of 1.4 points from last year. The broadcast networks experienced an increase in impressions, ratings decreased and share declined by 0.5 points to end at 37.7.

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Source: Nielsen Galaxy.