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 second week of February Sweeps 2004, Cable surpassed the Broadcast seven nets for the second consecutive week – capturing half of TV viewing with a 49.2 share level. In addition, Cable outperformed Broadcasts seven nets in Prime by 762,000 homes and 0.7 household rating points. Compared to year ago, Cable’s share jumped up 3.2 points whereas Broadcast’s declined about 1.8 points to a 47.8 level. This decline was driven by mainly by Fox’s (-18%) and ABC’s (-13%) weak programming this week.
Cable continues to outperform Broadcast seven nets this First Quarter 2004, as Cable’s share is more than two share points above Broadcast’s level. Compared to year ago, Cable’s share of total TV viewing has grown about four points whereas Broadcast’s has declined about three to a 47.5 level.
As the new 03-04 season continues to unfold - Cable continues to capture half of total TV viewing. In fact, Cable is outperforming Broadcast’s share level slightly to date whereas last season there existed a four share point spread between the two. Cable’s niche programming continues to capture the hearts of viewers with rating gains across all of its audience measurements from year ago –delivering 2.6 million more homes; +2.0 HH rating points; and +3.1 HH share points.
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Total Day:
Ad Supported Cable delivered 19.1 million homes in the 21st week of the 03/04 Season, representing an increase of 656,000 viewers from last year on a Total Day basis. Cable’s household ratings increased by 0.3 points to end at 17.6 and the share increased by 1.6 points to end at 51.3. 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 had declines in all audience measures.
Cable, to date, in the first quarter, has a strong lead over the broadcast networks. It ended with a 51.8 share, 13.5 points above Broadcast’s level. Ratings were up 1.0 point to finish at 18.3, and share increased 2.2 points from last year. The Broadcast Networks have experienced an increase in delivery, but have seen declines in ratings and share.
For this season, cable rose to 19.0 million homes, up 1.5 million homes from last year. Cable’s ratings increased by 1.1 points to end at 17.5 and its share rose to 51.0, an increase of 2.1 points from last year. The broadcast networks experienced an increase in impressions and ratings, and share declined by 0.8 points to end at 38.7.
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Source: Nielsen Galaxy.
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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.