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 2003/2004 Broadcast Season, Cable commanded more than half (52.0%) of total TV viewing. This season is in fact the first in which Cable had over fifty percent of television viewing on a full-season basis. In addition, Cable continues to outpace Broadcast week after week and on a season basis Broadcast continues to fall 8.0 share points behind Cable.
During the 52nd week of the 2003/2004 Broadcast Season, Cable captured 55.0% of total TV viewing and outperformed Broadcast 7 nets by a remarkable 13.4 share points. Compared to last year, Cable's delivery grew 2.9 million homes and its rating jumped 2.2 points. Broadcast conversely experienced losses across all audience measures.
Week after week Ad-supported Cable continues to command 57% of total TV viewing this Third Quarter 2004. Broadcast on the other hand continues to struggle with its reality programming as it only captures 37% of total TV viewing. Compared to year ago, Cable experiences healthy gains whereas Broadcast had gains in delivery and ratings but a decrease in share.
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Total Day:
For the entire 2003/2004 Broadcast Season, cable rose to 19.2 million homes, up 1.1 million homes from last year. Cable's ratings increased by 0.8 points to end at 17.7 and its share rose to 53.1, an increase of 1.8 points from last year. The Broadcast Networks experienced an increase in impressions, ratings remained constant and share declined by 0.6 points to end at 36.5.
Ad-supported Cable delivered 20.1 million homes in the 52nd 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 1.5 points from last year to end at 18.3 and the share was up by 3.5 points to end at 54.9. Cable's share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 18.7 points. The Broadcast Networks saw a decrease in all audience measures.
Cable, to date, in the third quarter, has a very strong lead over the Broadcast Networks. It ended with a 56.4 share, 23.1 points above Broadcast's level. Ratings increased by 1.3 to end at 18.3, and share increased 2.7 points from last year. The Broadcast Networks have experienced an increase in delivery and ratings, and have suffered a decrease in share.
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Source: Nielsen Galaxy.
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.
