Week 25 of the 2003/04 Season (3/8-3/14/04)

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Week 25 of the 2003/04 Season (3/8-3/14/04)

Primetime:

Cable surpassed the 50 share mark for the second consecutive week and ninth time this season, capturing more than half of total TV viewing – outpacing Broadcast by an impressive eight share points. In addition, Cable delivered 34.1 million homes and 31.5 HH rating points – outshining Broadcast by 5.1 million homes and 4.7 HH rating points, respectively. Compared to year ago, Cable experienced healthy gains across all of its audience measurements. Broadcast on the other hand experienced declines across the board with share down almost two share points from year ago. Broadcast’s decline was driven by CBS’s (-0.6) and NBC’s (-1.6) weak performances this week.

In First Quarter 2004, Cable continues to outperform Broadcast seven nets with a share level at 49.5. Compared to year ago, Cable’s share of total TV viewing has grown about three points whereas Broadcast’s has declined about two.

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 three point share 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 2.4 million more homes; +1.8 HH rating points; and +2.8 HH share points.

Download Primetime Spreadsheet

Total Day:

Ad Supported Cable delivered 19.2 million homes in the 25th week of the 03/04 Season, representing an increase of 1.1 million viewers from last year on a Total Day basis. Cable’s household ratings increased by 0.7 points from last year to end at 17.7 and the share increased by 1.8 point to end at 52.9. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 16.5 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 51.7 share, 13.7 points above Broadcast’s level. Ratings were up 0.8 points to finish at 18.0, and share increased 1.8 points from last year. The Broadcast Networks have experienced a decrease in all audience measurements.

For this season, cable rose to 19.0 million homes, up 1.3 million homes from last year. Cable’s ratings increased by 1.0 point to end at 17.5 and its share rose to 51.1, an increase of 2.0 points from last year. The broadcast networks experienced an increase in impressions, ratings remained constant and share declined by 0.8 points to end at 38.5.

Download Total Day Spreadsheet

Source: Nielsen Galaxy.

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