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 viewership is once again impacted by the Baseball Playoffs this week and the heightened tune of the cable news networks last year. In its third week of the 2002/03 Broadcast Season, Cable delivered 28.2 million homes and earned a 43.3 HH share, down almost two share points from year ago. Conversely, Broadcast experienced viewership gains this week, delivering 36.4 million homes, up 2.3 million from same period a year ago. The gains posted collectively by the seven broadcast networks in Week 3 were primarily driven by Fox’s MLB playoff telecasts. Fox recorded a primetime audience gain of almost 1.9 million homes; versus an aggregate increase of only 167,000 homes for the other six broadcast networks.
To date this season, Cable is delivering 28.6 million homes, garnering a 26.8 HH rating, and earning a 44.1. Broadcast in the other hand, is up 3.0 share points from year ago, earning a 54.4 share for the first three weeks. Broadcast’s viewership is up 1.5 million homes to 35.1 million.
Cable is down 1.7 share points this quarter during Broadcast’s premiere programming. Broadcast is up 4.8 share points, earning a 55.4.
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Total Day:
Ad Supported Cable fell to 16.2 million homes this week, a decrease of about 800,000 viewers from last year on a Total Day basis. Cable’s ratings dropped by 0.9 to finish at 15.2, and the share decreased 1.1 points to finish at 46.9. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being 6.0 points. It should be noted that cable’s decrease in ratings and share is not the norm. This unusual situation can be attributed to several factors. Last year, the cable news networks had extensive coverage of the events of 9/11 and its aftermath and a tremendous amount of people turned to cable to keep abreast of the latest developments. Also, this year, with the underdog teams in the MLB playoffs playing well, the games are much more exciting to watch.
Cable, to date, in the fourth quarter, ended with a 47.3 share, 6.9 points above Broadcast’s level. Cable ratings decreased 0.6 points and its share fell slightly, down 0.4 points from last year. The Broadcast Networks have experienced a decline in viewership.
For this season, cable fell to 16.2 million homes, down 220,000 homes from last year. Cable’s rating decreased by 0.4 points to end at 15.2 and its share fell very slightly to finish at 47.4, a decrease of 0.1 points from last year. The broadcast networks continued to experience rating decreases from last year. Ratings were down 0.4 to end at 13.0 and share was down 0.5 points to 40.4.
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Source: Nielsen Galaxy.
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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.