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 48th Week of the 2003-04 Broadcast Season, Cable almost reached the 50 share mark, which would have made it fifteen consecutive weeks this summer with over 50 share. Cable outperformed Broadcast by 1.5 share points in Primetime. Due largely to the strong performance of the Olympics on NBC, ad-supported cable was down across all audience measures this week. Not surprisingly, Broadcast experienced healthy gains in all audience measures. NBC was clearly the strongest performer among the Broadcast networks, as all of its audience measurements were close to triple that of the same time last year.
Week after week Ad-supported Cable continues to command 57% of total TV viewing this Third Quarter 2004. Broadcast on the other hand is struggling with its reality programming as it only captures 36% of total TV viewing. Compared to year ago, Cable experiences healthy gains whereas Broadcast levels have fallen 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 7.1 share points behind Cable.
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Total Day:
Ad-Supported Cable delivered 18.9 million homes in the 48th week of the 03/04 Season, representing an increase of 662,000 viewers from last year on a Total Day basis. Cable's household ratings were up by 0.3 points from last year to end at 17.4 and the share was down by 1.9 points to end at 52.2. Cable's share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 13.3 points. The broadcast networks saw an increase in all audience measures; a large majority of which can be attributed to the strong ratings of the Olympics.
Cable, to date, in the third quarter, has a very strong lead over the Broadcast networks. It ended with a 56.4 share, 23.6 points above Broadcast’s level. Ratings increased by 1.1 to end at 18.2, and share increased 2.3 points from last year. The Broadcast Networks have experienced an increase in delivery and ratings and a decrease in share.
For this season, cable rose to 19.1 million homes, up 1.0 million homes from last year. Cable's ratings increased by 0.7 points to end at 17.6 and its share rose to 52.8, an increase of 1.6 points from last year. The Broadcast networks experienced an increase in impressions, ratings remained constant and share declined by 0.5 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.
