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:
The tenth week (Thanksgiving Week) of the 02/03 Broadcast Season served up a feast for Ad Supported Cable, which recorded its highest viewership levels of the new season. Ad Supported Cable delivered 30.2 million homes, 3.4 million more viewers than the Big 4 Networks. Also, Cable’s rating and share surpassed the Big 4 by 3.2 and 5.1 points, respectively. Compared to year ago, Cable’s audience measures saw healthy increases across the board with its share up 2.7 points. Broadcast’s (7-net) combined share was a season low, with only eight-tenth of a share point separating them from cable. Compared to year ago, Broadcast’s (7-net) viewership was 3.7 million fewer viewers with its rating and share also down 3.8 and 3.4 points, respectively. In fact, only WB experienced any share gains this week compared to last year’s levels.
For November Sweeps 2002 (10/31-11/27/02), Cable delivered 29.5 million homes, up 1.6 million from last year. Cable's rating was up 1.2 rating points and the share jumped 1.8 points to a 44.7 share level. Cable's share this sweeps period was pretty much on par with the Big 4 networks during Broadcast's slate of premiere programming. Compared to year ago, the seven networks share was down almost 4 share points, garnering a 51.1. Broadcast's decline was primarily driven by Fox which was down 4.1 share points from year ago due to World Series games falling during the sweeps period last year. Four out of the total seven networks experienced share declines this year.
To date this season, Cable is experiencing minimal gains delivering 29.3 million homes, garnering a 27.5 HH rating, and earning a 44.8 share. Broadcast on the other hand is down across all audience measures. The seven networks have lost 1.1 million viewers so far and are experiencing rating and share losses compared to last year’s levels.
In Fourth Quarter, Cable is up slightly compared to last year’s levels whereas Broadcast is down this quarter considerably. Broadcast’s share is experiencing a 1.9 point decline, garnering a 52.5. CBS and WB are the only two networks to experience any gains this quarter to date.
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Total Day:
Ad Supported Cable rose to 17.8 million homes this week, an increase of 1.4 million viewers from last year on a Total Day basis. Cable’s ratings increased to a 16.7, up 1.2 points from last year and the share increased 2.7 points to finish at 49.6. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being 10.8 points.
Cable, to date, in the fourth quarter, ended with a 48.0 share, 7.9 points above Broadcast’s level. Cable ratings were up 0.5 points to finish at 15.9, and its share increased 1.1 points from last year. The Broadcast Networks have experienced a decline in viewership.
For this season, cable rose to 16.9 million homes, up 575,000 homes from last year. Cable’s rating increased by 0.4 points to end at 15.8 and its share increased to finish at 47.9, an increase of 1.0 point 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 1.7 points to 40.1.
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Source: Nielsen Galaxy.
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.