CABLETELEVISION ADVERTISING BUREAU
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CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200
Primetime:
Cable's ratings continue to sizzle this week as Cable captures 59.6% of total TV viewing and outperforms Broadcast by a remarkable 26.1 share points. This share figure represents an all-time high for ad-supported cable on a weekly basis and the difference between cable and broadcast is also the largest ever. As the spread widens, Cable continues to dominate this summer season. Not only is Cable outpacing Broadcast significantly – it continues to experience yearly gains as Cable’s viewership has jumped 2.9 million homes; its rating climbed 2.2 points and its share level soared 4.0 points from year ago. Conversely, Broadcast ratings declined from same period a year ago as share level slipped to a 33.5.
Not only is Cable setting records week after week, Cable continues to demand half of total TV viewing to date this season. In addition, Cable continues to outpace Broadcast week after week and on a season basis Broadcast continues to fall 5.5 share points behind Cable. The spread is only going to grow as we progress into the summer season where Cable dominates.
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Total Day:
Ad-Supported Cable delivered 20.1 million homes in the 42nd week of the 03/04 Season, representing an increase of 2.0 million viewers from last year on a Total Day basis. Cable’s household ratings were up by 1.6 points from last year to end at 18.6 and the share was up by 3.8 points to end at 57.7. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 26.7 points. Cable’s share represents an all-time high on a weekly basis and its lead over broadcast is also the widest it has ever been. The broadcast networks were down across all audience measures.
For this season, cable rose to 19.0 million homes, up 990,000 homes from last year. Cable’s ratings increased by 0.7 points to end at 17.6 and its share rose to 52.4, an increase of 1.6 points from last year. The broadcast networks experienced an increase in impressions, ratings decreased and share declined by 0.6 points to end at 37.2.
Download Total Day Spreadsheet
Source: Nielsen Galaxy.
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.
