CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200
CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200
Primetime:
For the fourteenth consecutive week this summer, Cable surpassed the 50 share mark once again and outperformed Broadcast by fifteen share points in Primetime. Not only is Cable outpacing Broadcast significantly week after week, Cable continues to experience healthy yearly gains as Cable's viewership has jumped up an amazing 778,000 homes. Additionally, Broadcast experienced healthy gains as well thanks solely to Summer Olympics coverage on NBC whose share practically doubled from last year's.
Week after week Ad Supported Cable continues to command 58% of total TV viewing this Third Quarter 2004. Broadcast on the other hand is struggling with its reality programming as it only captures 35% of total TV viewing. Compared to year ago, Cable experiences healthy gains whereas Broadcast levels fall off to record lows.
Not only is Cable setting records week after week, Cable continues to demand more than 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 7.2 share points behind Cable.
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Total Day:
Ad-Supported Cable delivered 19.1 million homes in the 47th week of the 03/04 Season, representing an increase of 1.4 million viewers from last year on a Total Day basis. Cable's household ratings were up by 1.0 points from last year to end at 18.4 and the share was up by 0.5 points to end at 55.3. Cable's share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 20.1 points. The broadcast networks saw an increase in all audience measures; a large majority of which can be attributed to Olympic coverage.
Cable, to date, in the third quarter, has a very strong lead over the broadcast networks. It ended with a 57.1 share, 25.2 points above Broadcast's level. Ratings increased by 1.2 to end at 18.3, and share increased 3.0 points from last year. The Broadcast Networks have experienced an increase in delivery and decreases in ratings and share.
For this season, cable rose to 19.1 million homes, up 1.0 million homes from last year. Cable's ratings increased by 0.8 points to end at 17.7 and its share rose to 52.9, an increase of 1.7 points from last year. The broadcast networks experienced an increase in impressions, ratings decreased and share declined by 0.6 points to end at 36.7.
Download Total Day Spreadsheet
Source: Nielsen Galaxy.
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.
