Week 12 of the 2003/04 Season (12/8/03-12/14/03)

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Week 12 of the 2003/04 Season (12/8/03-12/14/03)

Primetime:

Once again, Cable surpassed the 50 share mark and outshined the Broadcast seven nets by an impressive 5.7 share points. In addition, Cable’s delivery and HH rating outpaced Broadcast’s by 3.8 million homes and 3.6 points, conversely. Compared to same period a year ago, Cable's share grew 2.4 share points whereas Broadcast's declined slightly to a low 45.4 level. Broadcast's decline is mainly due to NBC's poor performance this week as the net's share fell 1.1 points to a low 11.8.

Cable is performing great in fourth quarter 2003, as viewership is up about a quarter of a million homes from year ago; rating rose 1.8 points; and share climbed about three share points to a 48.4 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 10%.

As the new 03-04 season continues to unfold - Cable manages to capture 48% of total TV viewing. In fact, the spread between Cable and Broadcast has decreased to about two share points. In addition, Cable has experienced significant gains across all of its audience measurements from year ago –delivering more than 2.4 million more homes; +1.9 HH rating points; and +2.8 HH share points.

Download Primetime Spreadsheet

Total Day:

Ad Supported Cable delivered 19.5 million homes in the 12th week of the 03/04 Season, representing an increase of 2.0 million viewers from last year on a Total Day basis. Cable’s household ratings increased by 1.5 points to end at 17.9 and the share increased by 2.1 points to end at 51.5. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 13.1 points. The broadcast networks made gains in impressions and ratings, while it experienced a decline in share.

Cable, to date, in the fourth quarter, has a strong lead over the broadcast networks. It ended with a 50.1 share, 10.6 points above Broadcast’s level. Ratings were up 1.0 point to finish at 17.0, and share increased 1.9 points from last year. The Broadcast Networks have experienced a slight increase in viewership and ratings, while share has declined.

For this season, cable rose to 18.4 million homes, up 1.4 million homes from last year. Cable’s ratings increased by 1.1 points to end at 17.0 and its share rose to 50.1, an increase of 2.0 points from last year. The broadcast networks experienced an increase in impressions and ratings, while share declined by 0.5 points to end at 39.4.

Download Total Day Spreadsheet

Source: Nielsen Galaxy.

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