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:
Not only did Cable surpass the 50 share mark for the fourth consecutive week but Cable delivered its highest share to date this season – a whopping 51.8. In addition, Cable outpaced Broadcast’s ratings by 4.8 million homes; 4.4 HH rating points; and an amazing 7.5 share points. Compared to same period a year ago, Cable's share grew 2.8 share points whereas Broadcast's declined slightly to a low 44.3 level. Four out of the seven nets experienced share loses this week, with CBS and Pax posting the greatest losses.
As fourth quarter winds down, Cable’s share is neck in neck with Broadcast’s – poised to outperform the seven nets. Compared to last season, Cable’s viewership is up about a quarter of a million homes from year ago; household rating has risen 1.8 points; and share has climbed about three share points to a 48.6 level. On the other hand, Broadcast’s share level is down v. year ago greatly thanks mainly to NBC’s meager performance as viewership is down 11%.
As the new 03-04 season continues to unfold - Cable manages to capture practically half of total TV viewing. In fact, Cable and Broadcast are on a level playing field whereas last season there existed a five share spread between the two. In addition, Cable has experienced significant gains across all of its audience measurements from year ago –delivering more than 2.4 million more homes; +1.8 HH rating points; and +2.8 HH share points.
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Total Day:
Ad Supported Cable delivered 19.0 million homes in the 13th 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 17.5 and the share increased by 2.9 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 13.4 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 50.2 share, 10.9 points above Broadcast’s level. Ratings were up 1.1 point to finish at 17.1, and share increased 2.0 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 50.2, 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 39.3.
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Source: Nielsen Galaxy.
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.