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:
In the 48th week of the 02-03 Broadcast Season, Cable delivered another 50+ share for the 13th consecutive week - 54.5 to be exact, out-delivering the seven nets by a whopping 16.6 share points among households. Compared to year ago, Cable's share grew more than two share points whereas Broadcast's household share declined 1.2 points. In fact, all of Broadcast's audience measurements experienced declines this week as five out of the total seven nets experienced erosion this week.
August 03 marked another milestone in Cable history as the month delivered its highest share to date - a 55.7, outperforming the seven nets by a remarkable record high 19.8 share points. Cable's delivery and HH rating outshined the seven nets by 11.5 million homes and 10.8 household rating points, respectively. Compared to year ago, Cable's share soared 2.5 share points whereas Broadcast continued to erode - falling to a record low 35.9 HH share level. Even though six out of the total seven nets experienced household share losses this month v. year ago, NBC lead the decline with 8%.
This 2003 summer season, Cable delivered a 54.8 share - out-delivering the seven nets by an astonishing 17.7 share points. In addition, 10.3 million more viewers tuned into Cable than Broadcast this summer. Compared to year ago, Cable's share jumped up 1.4 points whereas Broadcast's continued to erode. Broadcast's decline was driven by three out of the total seven nets, especially by NBC which fell 5%. Cable experienced much of its 1.3 million household viewership gain this summer season from an influx of young adults as A18-24 viewership grew 8.1% v. year ago, mainly thanks to young female viewers -F18-24 (+14%).
In Third Quarter to date, Cable is outperforming Broadcast’s seven nets by a remarkable 19.2 share points. Cable is delivering 31.9 million homes; 29.9 household rating points; and a 55.4 household share. Compared to year ago, Cable is up 2.2 share points while Broadcast is down 1.4 points to a low 36.2. Five out of the total seven nets are experiencing share declines to date.
To date this season, Cable is out-performing Broadcast seven nets by a healthy 3.9 share points. Cable is delivering 31.2 million homes, garnering a 29.3 HH rating, and earning a 49.3 share. Compared to year ago, cable is experiencing healthy gains whereas Broadcast is down across all audience measures. The seven networks have lost 745,000 viewers to date and are experiencing significant rating and share losses compared to last year’s levels. NBC is the main driver of share loss partly due to telecast’s of the Olympics last year.
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Total Day:
Ad Supported Cable delivered 18.2 million homes in the 48th week of the 02/03 Season, representing an increase of 1.1 million viewers from last year on a Total Day basis. Cable’s household ratings increased 0.9 points from a year ago to 17.1 and the share increased by 2.1 points to end at 54.1. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a commanding 20.9 points. The broadcast networks were down across all measures.
The month of August was a great one for cable, as it delivered a 54.6 share, an outstanding 22.0 points above broadcast. Cable’s viewership was 7.5 million above the broadcast networks, and cable also had a 6.9 ratings lead. Compared to last year, cable was up in all measures. Impressions were up 1.2 million from, ratings were up 0.9 points and share increased by 1.6 points. The numbers for the broadcast networks have gone in the opposite direction. Impressions were down 130,000, ratings were down 0.2 points and share declined by 1.4 points.
Cable, to date, in the third quarter, has a strong lead over the broadcast networks. It ended with a 54.1 share, 21.1 points above Broadcast’s level. Ratings were up 0.8 points to finish at 17.1, and share increased 1.1 points from last year. The Broadcast Networks have experienced a slight increase in viewership, and have suffered decreases in ratings and share.
For this season, cable rose to 18.1 million homes, up 1.4 million homes from last year. Cable’s ratings increased by 1.1 points to end at 16.9 and its share rose to 51.2, an increase of 1.9 points from last year. The broadcast networks continued to experience declines from last year. It sustained losses across the board, as impressions fell, ratings declined by 0.2 to end at 12.3 and share decreased by 1.6 points to end at 37.2.
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Source: Nielsen Galaxy.
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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.