Daypart Scorecard (9/22/03-8/29/04)

CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200

Daypart Scorecard (9/22/03-8/29/04)

Follow the latest trends in viewership across various key targets on a Total Day, Primetime, Early Morning, Daytime, Late Night and Weekend Daytime basis.

Week after week, month after month, year after year, Cable continues to grasp Broadcasts' audience virtually across all dayparts among advertiser's most coveted targets.

Some notable trends:

On a Total Day basis, Ad-Supported Cable’s superior programming continued to strike a cord with younger viewers as they unrelentingly fled Broadcast 7-Nets –Ch2-11 (-15.1%); T12-17 (-4.2%); A18-24 (-8.6%).
To date, this 03/04 Broadcast Season, UPN has experienced considerable gains during Total Day across all demos, especially among younger viewers – T12-17 (+35.7%).
Ad-Supported Cable’s quality Primetime programming continued to appeal to younger viewers as Teens and Adults 18-24 flocked to Ad Supported Cable with viewership up 9% and 8%, respectively, from previous year. Conversely, Broadcast experienced considerable declines with T12-17 & A18-24 viewership down -6.5% and -12.6%, respectively.
Females aged 25-34 continued to start their day off right – with Ad-Supported Cable as viewership in Early Morning jumped 15.2% from previous year. Not only does cable continue to experience healthy yearly gains, it dominates this daypart across key targets.
Viewers, especially young female viewers, are fed up with all the Soap Opera drama as the Broadcast Big Three Nets took a hit in Daytime with viewership down 16% among W18-24. Viewers turned to other formats of entertainment as Ad Supported Cable’s viewership grew among all targets in this daypart.
Young adults continued to choose Ad-Supported Cable as their primary entertainment source in Late Night as Cable continued to experience healthy gains across all targets, especially young adults as viewership among A18-24 jumped 8.4%.

Download Daypart Scorecard (9/22/03-8/29/04)

Source: CAB analysis of Nielsen Galaxy. 9/22/03-8/29/04 vs. 9/23/02-8/31/03. Broadcast=program level data.

# # #