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 surpassed the 50 share mark for the third consecutive week and tenth time this season, capturing more than half of total TV viewing – outpacing Broadcast by an impressive 7.5 share points. In addition, Cable delivered 34.1 million homes and 31.4 HH rating points – outshining Broadcast by 4.8 million homes and 4.4 HH rating points, respectively. Compared to last year, Cable experienced declines in delivery and ratings whereas share remained on par. Conversely, Broadcast was up significantly compared to last year in all audience measures. Please note that same period last year was an irregular week due to war coverage of America invading Iraq.
In First Quarter 2004, Cable continues to outperform Broadcast seven nets with a share level at 49.7. Compared to year ago, Cable’s share of total TV viewing has grown by over 2.5 points whereas Broadcast’s has declined.
As the new 03-04 season continues to unfold - Cable continues to capture almost half of total TV viewing. In fact, Cable is outperforming Broadcast’s share level slightly to date whereas last season there existed a 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 2.3 million more homes; +1.7 HH rating points; and +2.8 HH share points.
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Total Day:
Ad Supported Cable delivered 19.3 million homes in the 26th week of the 03/04 Season, representing a decrease of 1.9 million viewers from last year on a Total Day basis. Cable’s household ratings decreased by 2.0 points from last year to end at 17.8 and the share decreased by 1.9 points to end at 52.6. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 15.2 points. The broadcast networks had declines in delivery and ratings, while share remained the same. Please note that same period last year was an irregular week due to war coverage of America invading Iraq.
Cable, to date, in the first quarter, has a strong lead over the broadcast networks. It ended with a 51.8 share, 13.8 points above Broadcast’s level. Ratings were up 0.6 points to finish at 18.0, and share increased 1.5 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 1.2 million homes from last year. Cable’s ratings increased by 0.8 points to end at 17.5 and its share rose to 51.2, an increase of 1.8 points from last year. The broadcast networks experienced an increase in impressions, ratings decreased and share declined by 0.8 points to end at 38.5.
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Source: Nielsen Galaxy.
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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.