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
Primetime:
Broadcast’s streak ended this week as Ad Supported Cable outperformed the Broadcast Networks in all audience measurements. In only its six week of the 2003/04 Broadcast Season – Cable surpassed Broadcast’s delivery by a healthy +99,000 homes. In addition, compared to year ago, Cable experienced healthy gains across all of its audience measurements (+2.7 million homes; +2.1 HH rating points; and +3.7 share points) whereas Broadcast’s viewership eroded 1.2 share points. In fact, six out of the total seven nets experienced share losses this week with NBC and ABC fueling the drop. CBS was the lone gainer with an 8% share gain this week v. year ago.
Cable is off to a strong start in fourth quarter 2003, as viewership is up more than 2.0 million homes from year ago; rating rose 1.4 points; and share climbed more than 2 share points to a 46.7. Conversely, Broadcast’s share level is down slightly this year v. year ago greatly thanks to NBC’s poor performance with its new programming line up. To date, Fox is the lone gainer thanks to its Baseball telecasts.
As the new 03-04 season continues to unfold - Cable manages to capture 47% of total TV viewing. In fact, the spread between Cable and Broadcast has decreased to only five share points. In addition, Cable has experienced significant gains across all of its audience measurements from year ago –delivering more than two more million homes; +1.6 HH rating points; and +2.4 HH share points.
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Total Day:
Ad Supported Cable delivered 18.3 million homes in the 6th week of the 03/04 Season, representing an increase of 1.2 million viewers from last year on a Total Day basis. Cable’s household ratings increased by 0.8 points to end at 16.9 and the share increased by 1.7 points to end at 50.0. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 10.6 points. The broadcast networks made gains in impressions and ratings but held steady in share.
Cable, to date, in the fourth quarter, has a strong lead over the broadcast networks. It ended with a 49.3 share, 9.2 points above Broadcast’s level. Ratings were up 0.7 points to finish at 16.4, and share increased 1.3 points from last year. The Broadcast Networks have experienced a slight increase in viewership and ratings, while share has declined slightly.
For this season, cable rose to 17.8 million homes, up 1.1 million homes from last year. Cable’s ratings increased by 0.8 points to end at 16.4 and its share rose to 49.4, an increase of 1.4 points from last year. The broadcast networks experienced an increase in impressions and ratings, while share declined by 0.3 points to end at 39.9.
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Source: Nielsen Galaxy.
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.