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 its 50 household share streak for the ninth consecutive week, outperforming Broadcast seven nets by 19.5 share points in the 44th Week of the 02/03 season. Cable also outshined Broadcast's delivery by 11.2 million homes and 10.5 household rating points. Compared to year ago, Cable's share grew 1.2 points while Broadcast's continued to erode, declining about one share point. Broadcast's decline was mainly driven by CBS whose share fell 6%.
July 2003 marked a milestone in Cable history as the month delivered its highest share to date in Prime - 55.1. As the temperature rose, Cable's ratings sizzled -outshining the seven nets by an amazing 10.7 million homes; 10.1 HH rating points, and an astounding 18.8 HH share points. In addition, compared to last year, Cable's HH share grew 1.8 share points while Broadcast's continued to erode. In fact all of Broadcast's household audience measurements experienced declines this month v. same period year ago. Broadcast's 1.2 share decline was driven by five out of the total seven nets.
Cable is outperforming Broadcast’s seven nets by an astounding 18.7 share points in Third Quarter to date. Cable is delivering 31.1 million homes; 29.3 household rating points; and a 55.0 household share. Compared to year ago, Cable is up 1.7 share points while Broadcast is down 1.1 points to a low 36.3. Four out of the total seven nets have experienced significant share declines to date with CBS and Fox leading the pact.
To date this season, Cable is out-performing Broadcast seven nets by 2.8 share points. Cable is delivering 31.1 million homes, garnering a 29.2 HH rating, and earning a 48.8 share. Compared to year ago, cable is experiencing healthy gains whereas Broadcast is down across all audience measures. The seven networks have lost 586,000 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 18.4 million homes in the 44th week of the 02/03 Season, representing an increase of 735,000 viewers from last year on a Total Day basis. Cable’s household ratings increased 0.5 points from a year ago to 17.2 and the share increased by 0.1 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 21.4 points. The broadcast networks were up in viewership, gained slightly in ratings, but suffered a decrease in share.
Cable, to date, in the third quarter, has a strong lead over the broadcast networks. It ended with a 54.0 share, 21.1 points above Broadcast’s level. Ratings were up 0.6 points to finish at 17.0, and share increased 0.7 points from last year. The Broadcast Networks have experienced a slight increase in viewership, have held steady in ratings and share has decreased.
For this season, cable rose to 18.0 million homes, up 1.3 million homes from last year. Cable’s ratings increased by 1.1 points to end at 16.9 and its share rose to 50.9, 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 by 12,000 homes, ratings declined by 0.1 to end at 12.5 and share decreased by 1.6 points to end at 37.6.
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Source: Nielsen Galaxy.
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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.