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 Big 4 again this week and outperformed last year’s levels considerably. Cable delivered a 46.0 share level in its 20th week, up 5 share points from year ago. Also, Cable’s delivery outshined last year’s by 3.7 million homes and its rating climbed 3.2 points. On the contrary, Broadcast experienced erosion as delivery fell 3.2 million homes, rating declined 3.4 points, and share fell 5.5 points. The seven network corrosion was primarily driven by NBC whose share fell ten points due to telecasts of Winter Olympics Opening Ceremony and other Olympics telecasts last year.
To date this season, Cable is experiencing healthy gains delivering 30.2 million homes, garnering a 28.3 HH rating, and earning a 46.1 share. Broadcast on the other hand is down across all audience measures. The seven networks have lost 570,000 viewers so far and are experiencing rating and share losses compared to last year’s levels. In fact, five out of the total seven networks are down in share compared to same period a year.
Cable is performing great in First Quarter 2003 as Cable’s delivery is up over a million homes vs year ago. Cable’s HH rating and share are also up considerably, up 1.2 and 1.5 points, respectively. Conversely, Broadcast ratings are eroding as audience measures are down vs year ago. Broadcast’s loss is fueled by NBC as the network aired the Winter Olympics same period a year ago.
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Total Day:
Ad Supported Cable rose to 18.5 million homes this week, an increase of 2.4 million viewers from last year on a Total Day basis. Cable’s ratings increased to a 17.3, up 2.1 points from last year and the share increased 4.9 points to finish at 50.2. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being 11.4 points.
Cable, to date, in the first quarter, ended with a 49.6 share, 10.2 points above Broadcast’s level. Cable ratings were up 1.2 points to finish at 17.2, and its share increased 2.3 points from last year. The Broadcast Networks have experienced a decline in viewership.
For this season, cable rose to 17.5 million homes, up 922,000 homes from last year. Cable’s rating increased by 0.7 points to end at 16.4 and its share increased to finish at 48.9, an increase of 1.4 points from last year. The broadcast networks continued to experience rating decreases from last year. Ratings were down 0.4 to end at 13.2 and share was down 1.9 points to 39.4.
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Source: Nielsen Galaxy.
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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.