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 seven Broadcast nets by 7.5 primetime share points in the first week of March for the second time this 02/03 season. With February sweeps now over, Cable managed to outperform the seven nets by a remarkable 4.8 million homes. The household rating outpaced Broadcast’s by 4.5 points as well. Compared to year ago, Cable was up 2.2 million homes; its HH rating jumped up 1.8 points; and its share climbed 3 points to a 42.3 level for the week. In spite of all the reality programming hype, Broadcast’s viewership continued to erode. Broadcast’s (7-net) audience fell 3.2 million homes; its rating declined 3.3 points; and its share slipped 5.3 points. Broadcast’s decline was driven mainly by CBS and NBC who lost 3.4 and 1.7 share points, respectively. Fox was the only noticeable share gainer for the week, largely because of its “American Idol” series. Without “Idol”, FOX’s share point gain last week would have been cut in half.
To date this season, Cable is experiencing healthy gains delivering 30.3 million homes, garnering a 28.4 HH rating, and earning a 46.2 share. Broadcast on the other hand is down across all audience measures. The seven networks have lost 763,000 viewers so far and are experiencing rating and share losses compared to last year’s levels.
Cable is performing great 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 1.5 and 2.2 points, respectively. Conversely, Broadcast ratings are eroding as audience measures are down significantly 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 18.1 million homes this week, an increase of 1.3 million viewers from last year on a Total Day basis. Cable’s ratings increased to a 17.0, up 1.1 points from last year and the share increased 2.3 points to finish at 50.9. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being 13.3 points.
Cable, to date, in the first quarter, ended with a 49.8 share, 10.5 points above Broadcast’s level. Cable ratings were up 1.4 points to finish at 17.2, and its share increased 2.6 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 49.0, 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 39.4.
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Source: Nielsen Galaxy.
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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.