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
Driven by outstanding performances during the summer, Cable set records across the board in Third Quarter 2004. Not only did Cable achieve its highest levels to date this third quarter, it managed to out-shine the Broadcast 7-Net’s household delivery by a remarkable 32%. Delivery rose 2.4 million from same period last year and ratings jumped 1.8 points to finish at 32.0 level. Conversely, Broadcast (7-Net) experienced minimal rating and share decreases from same period a year ago.
During the hot summer months, Ad-Supported Cable sizzled as delivery gains were not limited to the younger or older segments but rather experienced across the board. Teens 12-17 experienced the largest percentage gain from last year as delivery rose 17.0%. This growth was mainly fueled by the 29.3% increase in viewing by Females aged 12-17. P18-24 was another young demographic that made outstanding gains in delivery during 3Q04. Delivery overall was up 12.4% thanks to an influx of young men. The highly-coveted young men (M18-24) increased their viewing by a whopping 15.6%. Despite the various entertainment options that are available during the summer, Ad-Supported Cable continued to lure teens and young adults away from Broadcast as viewership fell 5.1% and 2.1% among P12-17 and P18-24, respectively.
Young adults were not the only ones to experience healthy gains this quarter as other core demographics such as P25-34 & P35-49 made solid delivery gains as well. P25-34 and P35-49 saw an increase of 370,000 and 483,000 viewers, respectively.
Despite all the reality programming being telecasted on Broadcast and the highly watched Olympics on NBC, Ad-Supported Cable sustained gains across the board in Primetime for Third Quarter 2004. The wide variety of programming available on Ad-Supported Cable makes it the top destination for people of all ages. Advertisers trying to build brand loyalty with younger viewers need to utilize Ad-Supported Cable first.
Download 3Q Primetime Analysis: Cable vs. Broadcast
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.