Working Women Continue to Choose Cable

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Working Women Continue to Choose Cable

Working women are not only balancing their families with work today, they continue to set time aside for their favorite Cable programs. Ad-Supported Cable continues to play a larger and larger role in their every day life as they wake up, entertain with and unwind to Cable. Working women 18-49 start their day off right – with Ad-Supported Cable as viewership during the Early Morning daypart is up a healthy 14.8% from same period a year ago. Broadcast on the other hand, continues to struggle with these elite viewers as viewership is down a considerable -7.1% thanks mainly to NBC’s Today Show’s weak performance to date this season.

Time is precious! Working women 18-49 are just too busy to get wrapped up in the same passion, betrayal, and murder commonly found in soaps as the Big Three Broadcast networks’ viewership is down 9.8% collectively in Daytime. These women continue to desert CBS and NBC as viewership is down 11.5% and 14.2%, respectively. In fact, CBS’s decline is mainly led by Bold and the Beautiful and Young and Restless while NBC is taking a hit with all its programs during Daytime, especially with Today Show II. While Broadcast continues to erode in Daytime, Ad-Supported Cable remains on par.

After a long hard day at work, there is no time to unwind just yet as they prepare dinner, get kids ready for bed, etc…As the night progresses and kids settle for bed, these working women continue to choose Ad-Supported Cable as their top entertainment choice in Primetime as viewership continues to grow from same period a year ago while Broadcast’s pretty much remains on par. NBC (-11.8%), Fox (-8.3%), and Pax (-29.7%) are the big losers this season to date v. year ago.

As the day winds down, its finally time to relax and catch up with their favorite Cable programs as viewership surpasses the Big Three Broadcast nets by a remarkable 2.4 million viewers during Late Night. Additionally, Ad-Supported Cable’s niche programming continues to attract these hard to reach working women as viewership climbs a remarkable 8.4% while Broadcast’s continues to lose ground – down 4.1% from year ago. Broadcast’s erosion during Late Night is mainly led by NBC’s Tonight Show with Jay Leno viewership decline.

Season after season, Ad-Supported Cable continues to attract viewers of all ages, even the hard to reach working women who are constantly pressed for time. These women start off their day with cable, entertain with their favorite programs, and unwind after a long day’s work. Late Night is a key daypart for these working women as they finally have some time to themselves and their beloved cable programs.

Source: CAB analysis of Nielsen Galaxy.

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