Daypart Scorecard (9/22/03-8/1/04)

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Daypart Scorecard (9/22/03-8/1/04)

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:

With summer upon us and school out of session – Ad-Supported Cable continued to reap the benefits at Broadcast’s expense, especially with younger viewers.
On a Total Day basis, Ad-Supported Cable hit a high note with younger viewers as CH2-11 +5.0%; T12-17 +4.1%; & A18-24 +4.8% experienced strong gains v. same period a year ago. Broadcast on the other hand, demonstrated viewership declines – especially among CH2-11 (-15.3%) thanks mainly to WB and ABC’s poor programming.
Same story held true for Primetime as Ad-Supported Cable’s edgy programming continued to draw young viewers away from Broadcast as T12-17 (+8.6%) and A18-24 (8.1%) experienced considerable gains with Cable.
With summer here, the Big Three Broadcast nets (ABC, CBS, & NBC) lost ground with A18-24 as viewership plummeted 23.6% during Early Morning.
During Early Morning, more and more females aged 25-34 (+14.5%) continued to start their day the right way – with Cable. Not only does Cable continue to experience healthy yearly gains, it dominates this daypart across key targets.
Daytime soaps are just not as enticing anymore as Broadcast took a hit with A18-24, especially among W18-24 as viewership fell 14% during Daytime.
It's summer time and its time to stay up longer as W18-24 continued to desert Broadcast for Cable as viewership grew 11.8%.

Download Daypart Scorecard (9/22/03-8/1/04)

Source: CAB analysis of Nielsen Galaxy. 9/22/03-8/1/04 vs. 9/23/02-8/3/03. Broadcast=program level data.

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