03/04 Broadcast Season Synopsis

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03/04 Broadcast Season Synopsis

Ad-Supported Cable sustained its winning streak this 03/04 Broadcast Season by capturing more than half (52%) of Total TV viewing in Primetime and surpassing the Broadcast seven nets by eight household share points, practically double last years spread. Furthermore, Cable hit a high note this season, earning its highest household rating to date on a season basis – 30.9 while Broadcast garnered only a 26.1 HH rating.

Viewers continued to flee to Cable in droves this season as viewership increased a whopping 2.1 million in Prime from last year while Broadcasts' continued to erode. With four out of the seven nets viewership down this season, ABC's and Pax’s weak programming were the main drivers. CBS polished off the Broadcast Season in first place thanks to CSI and Survivor followed by NBC.

Cable experienced around the clock household gains this 03/04 Broadcast Season as every daypart grew considerably from last year. Late Night and Primetime were the top gainers for Cable with HH viewership up 9.8% and 6.5%, respectively.

Viewers continued to desert Broadcast through out the day for Cable's quality programming as HH viewership jumped more than a million viewers in Early Fringe, Primetime, Late Night, and Weekend Daytime. In fact, during Primetime, HH viewership sky rocketed more than two million at Broadcast's expense. Not even Donald Trump could offset this loss. Additionally, Cable managed to outperform the Broadcast networks in four (Daytime, Prime, Late Night & Weekend Day) out of the six dayparts.

Source: Nielsen Galaxy. 9/22/03-9/19/04 vs. 9/23/02-9/21/03.

EM: M-F 6-9am; Daytime: M-F 9am-4:30pm; EF: M-F 4:30-7:30pm; LN: M-F 11pm-1am; WD: Sa-Su 1-8pm.

Where are all the spectators going? As HUT% levels (59.3%) remained on par with last year, viewers continued to choose Cable as their top entertainment choice. While Cable experienced gains across the board this season, Broadcast lost ground with all demos except the older (P50+) audience in Primetime. Viewers of all ages continued to desert Broadcast for Cable this season – especially Teens and Young Adults. In Primetime, teen viewership jumped 9.5% thanks mainly to an influx of teen girls whereas A18-24 grew a remarkable 8.3% - fueled by young men. Late Night experienced similar trends as Cable’s viewership grew considerably - especially among CH2-11 (+14.9%), T12-17 (+12.3%), and A18-24 (+9.9%). In fact parallel trends were experienced in every daypart with Cable demonstrating strong gains among the younger audience while Broadcast continued to loose appeal. In brief, Broadcast's loss was Cable's great gain this season – especially among the hardest to reach target – young adults.

Primetime % Change in Impressions
03/04 vs. 02/03

Late Night % Change in Impressions
03/04 v. 02/03

With two Broadcast Season wins under Cable's belt and continuous healthy yearly gains across the board, the 04/05 season is set to be another record season for Ad-Supported Cable. With about twelve billion being invested by Cable nets for its quality programming, Cable will continue to attract the hearts of viewers of all ages with its edgy superior programs. In spite of Broadcast trying to hold on to its younger viewers, Cable's niche programming will continue to sweep them away and be their top entertainment destination. Cable will continue to set the standard of achievement across the board.

03/04 Broadcast Season Impressions: Daypart & Demos (9/22/03-9/19/04 vs. 9/23/02-9/21/03)

NOTE: The above spreadsheet contains two tabs.

Download Prime Share & Ratings By Broadcast Seasons PDF

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