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:
Ad Supported Cable surpassed the combined audience of the Big Four Broadcast Networks for the second time this new season, delivering 29.5 million homes (86,000 more than the 4 Broadcast Nets). In its seventh week of the Broadcast season, Cable managed to deliver 1.2 million more homes with the rating and share up +0.7 and 1.0 point, respectively, compared to last year’s level. Broadcast on the other hand experienced declines among all measures with 1.9 million fewer viewers; the rating down 2.2 points; and the share 3.9 points below last year’s level. Only two out of the seven networks (NBC +4.4% and WB +6.7%) experienced share gains this week vs same period a year ago. Broadcast’s decline was primarily driven by Fox’s and ABC’s weak programming as the two nets were down -23.7% -11.8%, respectively.
To date, Cable is outperforming the Big Four Broadcast Networks share level by 1.2 points this November Sweeps 2002. For the first eleven days of the sweep period, cable delivered 29.6 million homes, earned a 27.7 HH rating and garnered a 45.1 HH share. Cable's share is performing 3.3 share points above last year's level whereas Broadcast is underperforming by 6.6 share points. Even though four out of the total seven networks experienced share declines, Broadcast's lose is primarily driven by Fox (-48%) which telecasted World Series Games same time last year.
To date this season, Cable is experiencing some minimal gains delivering 29.1 million homes, garnering a 27.3 HH rating, and earning a 44.5 share. Broadcast on the other hand is down across all audience measures. The seven networks have lost 1.3 million viewers so far and are experiencing rating and share losses compared to last year’s levels.
In Fourth Quarter, Cable is pretty much flat compared to last year’s levels whereas Broadcast is down this quarter. Broadcast’s share is experiencing a 2.0 point decline, garnering a 53.3. CBS (+4%) and WB (+7%) are the only two networks to experience any gains this quarter.
Download Primetime Spreadsheet
Total Day:
Ad Supported Cable rose to 16.9 million homes this week, an increase of 1.0 million viewers from last year on a Total Day basis. Cable’s ratings grew to a 15.8, up 0.7 points from last year and the share increased 1.2 points to finish at 47.4. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being 7.3 points.
Cable, to date, in the fourth quarter, ended with a 47.9 share, 7.7 points above Broadcast’s level. Cable ratings were up 0.3 points to finish at 15.7, and its share increased 1.1 points from last year to end at 47.9. The Broadcast Networks have experienced a decline in viewership.
For this season, cable rose to 16.7 million homes, up 517,000 homes from last year. Cable’s rating increased by 0.3 points to end at 15.7 and its share increased to finish at 47.9, an increase of 1.1 points from last year. The broadcast networks continued to experience rating decreases from last year. Ratings were down 0.5 to end at 13.2 and share was down 1.6 points to 40.2.
Download Total Day Spreadsheet
Source: Nielsen Galaxy.
# # #
Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.