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 hit a record 51.5 share this Christmas week, its highest level to date this season. Cable surpassed the seven networks share level for the fourth consecutive week, outperforming Broadcast by a whopping 9.9 share points. Cable also over delivered Broadcast by 5.5 homes and topped Broadcast’s HH rating by 5.2 points. Compared to year ago, Cable’s and Broadcast’s delivery was up slightly.
To date this season, Cable is experiencing minimal gains delivering 29.9 million homes, garnering a 28.0 HH rating, and earning a 46.1 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 4Q02, as hut levels remained on par to last year Cable's share of the TV pie grew. Cable delivered 29.9 million homes, garnered a 28.1 HH rating and earned a 46.3 HH share. Compared to year ago, Cable experienced gains across all audience measures while the seven broadcast networks experienced significant declines. Broadcast lost more than a million homes vs year ago and experienced a 1.3 HH rating and a 2.1 share decline. Broadcast's decline was primarily driven ABC's, Fox's, and UPN's weak programming as these networks experienced significant losses. In fact, only one network experienced any share gains this quarter...WB which was up 5% from year ago.
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Total Day:
Ad Supported Cable rose to 18.5 million homes this week, an increase of 753,000 viewers from last year on a Total Day basis. Cable’s ratings increased to a 17.4, up 0.5 points from last year and the share increased 0.2 points to finish at 52.8. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being 17.4 points.
For this season, cable rose to 17.1 million homes, up 660,000 homes from last year. Cable’s rating increased by 0.4 points to end at 16.0 and its share increased to finish at 48.5, an increase of 0.9 points from last year. The broadcast networks continued to experience rating decreases from last year. Ratings were down 0.5 to end at 13.0 and share was down 1.7 points to 39.5.
Overall, the fourth quarter was a very good one for ad-supported cable. Cable’s share ended at 48.6, 9.2 points above Broadcast’s level. Ratings were up 0.5 points to finish at 16.1, and share increased 1.0 point from last year. The Broadcast Networks have experienced a decline in viewership.
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Source: Nielsen Galaxy.
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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.