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:
Cable continued to capture 48% of Total TV viewing in its eighth week of the new season – chiefly tying Broadcast. In addition, Cable delivered 32.6 million homes and garnered a 30.1 HH rating this week. Compared to year ago, Cable's share grew 6.1% whereas broadcast's continued to decline 2.4% to a low 48.9 level. Broadcast's decline was driven mainly by NBC whose share level fell 17%. In fact, four out of the total seven nets experienced losses this week vs. year ago with CBS and Fox being the lone gainers.
Cable is performing well in fourth quarter 2003, as viewership is up more than 2.2 million
homes from year ago; rating rose 1.6 points; and share climbed about three share points to a 47.2 level. Conversely, Broadcast’s share level is down this year v. year ago greatly thanks mainly to NBC’s poor performance with its new programming line up as viewership is down more than 10%.
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 about four 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; +1.7 HH rating points; and +2.7 HH share points.
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Total Day:
Ad Supported Cable delivered 18.5 million homes in the 8th week of the 03/04 Season, representing an increase of 1.4 million viewers from last year on a Total Day basis. Cable’s household ratings increased by 1.1 points to end at 17.1 and the share increased by 2.0 points to end at 49.9. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 10.7 points. The broadcast networks made gains in impressions, remained the same in ratings and declined in share.
Cable, to date, in the fourth quarter, has a strong lead over the broadcast networks. It ended with a 49.5 share, 9.6 points above Broadcast’s level. Ratings were up 0.8 points to finish at 16.6, and share increased 1.6 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 18.0 million homes, up 1.2 million homes from last year. Cable’s ratings increased by 0.9 points to end at 16.6 and its share rose to 49.6, an increase of 1.7 points from last year. The broadcast networks experienced an increase in impressions and ratings, while share declined by 0.5 points to end at 39.7.
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Source: Nielsen Galaxy.
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.