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’s household share rose 4 points from last year’s level to a 43.8. As well, Cable’s delivery jumped 3.1 million homes and its HH rating grew 2.6 points compared to last year. In contrast to Cable’s year to year growth, Broadcast continued to experience erosion as the seven nets delivery fell 1.1 million homes; HH rating dropped 1.5 points; and HH share fell 2.6 points. Broadcast’s collective decline was primarily driven by NBC which was down considerably due to Winter Olympic telecasts last season. Strong reality programming couldn’t offset Broadcast’s loss this week.
This February sweeps Cable experienced double-digit percentage gains in Primetime viewership. In fact, Cable tallied double-digit percentage gains in all audience measures for this sweep period. On the other hand, Broadcast was unable to compensate for the viewership generated by last year’s coverage of the Winter Olympics-despite some audience surges produced by reality programming. The seven nets were down 2.6 million homes; HH rating fell 2.9 points and the HH share fell 4.8 points to a 50.5.
To date this season, Cable is experiencing healthy gains delivering 30.2 million homes, garnering a 28.3 HH rating, and earning a 46 share. Broadcast on the other hand is down across all audience measures. The seven networks have lost 667,000 viewers so far and are experiencing rating and share losses compared to last year’s levels. In fact, four out of the total seven networks are down in share compared to same period a year.
Cable is performing fantastic this First Quarter 2003 as Cable’s delivery is up more than two million homes vs year ago. Cable’s HH rating and share are also up considerably, up 1.6 and 2.3 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 2.2 million viewers from last year on a Total Day basis. Cable’s ratings increased to a 17.3, up 1.9 points from last year and the share increased 3.5 points to finish at 49.1. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being 8.5 points.
Cable, to date, in the first quarter, ended with a 49.6 share, 10.0 points above Broadcast’s level. Cable ratings were up 1.5 points to finish at 17.3, and its share increased 2.8 points from last year. The Broadcast Networks have experienced a decline in viewership.
For this season, cable rose to 17.6 million homes, up 1.1 million homes from last year. Cable’s rating increased by 0.8 points to end at 16.5 and its share increased to finish at 48.9, an increase of 1.6 points from last year. The broadcast networks continued to experience rating decreases from last year. Ratings were down 0.4 to end at 13.3 and share was down 1.9 points to 39.5.
Download Total Day Spreadsheet
Source: Nielsen Galaxy.
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.