African-American Television Viewing Trends

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African-American Television Viewing Trends

Cable television delivers a greater choice of viewing options which this desirable group of viewers regularly seeks out. Over past several years, there has been is a steady shift of viewing from Broadcast to the expanding options found on cable. The chart below highlights this continuing shift:

AFRICAN AMERICAN SHARE TREND BY VIEWING SOURCE:

Ad-Supported Cable, between 2000 and 2003, has grown seven share points (+20%) Broadcast viewership over the same period decreased 9 share points (-18%) The only other medium to experience growth was "the all other cable" category increasing 3 share points (+150%).

Source: Nielsen Media Research, TV Audience Reports 2000-2004.

African-American viewers are seeking to enhance their personal viewing experiences and are willing to pay for it! In fact, the season to date numbers below highlight the fact that this momentum continues at an accelerated pace, across all demos:

AFRICAN-AMERICAN TELEVISION VIEWING - SEASON TO DATE:

African-American Projections and Shares in Primetime

Black
HH

Black
P2-11

Black
P12-17

Black
P18-34

Black
P18-49

Black
P25-54

03/04 Season B roadcast 7 Net
AA Projection (000)
5319

781

633

1606

3430

3418

02/03 Season B roadcast 7 Net
AA Projection (000)
5171

982

682

1818

3725

3584

+/-
148

-201

-49

-212

-295

-166

% Change
2.9%

-20.5%

-7.2%

-11.7%

-7.9%

-4.6%

03/04 Season Ad-Supported Cable
AA Projection (000)
4602

867

452

1325

2722

2628

02/03 Season Ad-Supported Cable
AA Projection (000)
4083

707

433

996

2424

2408

+/-
519

160

19

329

298

220

% Change
12.7%

22.6%

4.4%

33.0%

12.3%

9.1%

Source: Nielsen Market Breaks - Program level data 9/22/03 - 04/04/04; 9/22/02 - 04/06/03.

7 Broadcast Network declines range from -7.2% (P12-17) to -20.5% (P2-11)

Ad-Supported Cable increases show high double digit growth in P18-34 (+33%),M18-34 (+32%) and F18-34 (+42%).

# # #

AFRICAN-AMERICAN TELEVISION VIEWING - SEASON TO DATE:
African-American Projections and Shares in Primetime
	Black HH	Black P2-11	Black P12-17	Black P18-34	Black P18-49	Black P25-54
03/04 Season B roadcast 7 Net AA Projection (000)	5319	781	633	1606	3430	3418
02/03 Season B roadcast 7 Net AA Projection (000)	5171	982	682	1818	3725	3584
+/-	148	-201	-49	-212	-295	-166
% Change	2.9%	-20.5%	-7.2%	-11.7%	-7.9%	-4.6%
03/04 Season Ad-Supported Cable AA Projection (000)	4602	867	452	1325	2722	2628
02/03 Season Ad-Supported Cable AA Projection (000)	4083	707	433	996	2424	2408
+/-	519	160	19	329	298	220
% Change	12.7%	22.6%	4.4%	33.0%	12.3%	9.1%
Source: Nielsen Market Breaks - Program level data 9/22/03 - 04/04/04; 9/22/02 - 04/06/03.