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 50 share mark for the fourth consecutive week and tied week 27th’s Season High Primetime share level, delivering a 54. In its 29th week of the 02/03 Broadcast Season, Cable outperformed the seven collective networks share level by an amazing eleven points; HH delivery surpassed Broadcast’s by 7.0 million homes; and its rating performed 6.6 points above Broadcast’s seven net level. Compared to a same period a year ago, Cable’s audience grew 3.7 million homes; its HH rating jumped up 3.1 points; and its HH share grew 3.7 points. Conversely, Broadcast’s seven net collective audience measurements continued to erode this week as the share for the seven nets fell 2.1 points to a 43. Broadcast’s share decline was driven by six out of the total seven networks while Fox was the only gainer thanks greatly to telecasts of “American Idol”.
To date this season, Cable is experiencing healthy gains vs year ago delivering 35.0 million homes, garnering a 32.8 HH rating, and earning a 53.6 share. Broadcast on the other hand is down across all audience measures. The seven networks have lost 576,000 viewers so far and are experiencing rating and share losses compared to last year’s levels. While six out of the seven nets are down in share, NBC is the clear driver of the share loss partly due to telecast’s of the Olympics last year.
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Total Day:
Ad Supported Cable rose to 20.4 million homes this week, an increase of 3.6 million viewers from last year on a Total Day basis. Cable’s ratings increased to a 19.2, up 3.3 points from last year and the share increased 5.3 points to finish at 56.0. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being 21.0 points. It should be noted that a major reason for cable’s strong gains this week in comparison to last year is that viewers are tuning in to the cable news networks (i.e. CNN, Fox News Channel, MSNBC) for continued updates on the war in Iraq. The broadcast networks made slight increases in viewership and ratings in comparison to last year, but experienced a decrease in share.
Cable, to date, in the second quarter, has gotten off to a great start. It ended with a 56.1 share, 21.4 points above Broadcast’s level. Ratings were up 3.2 points to finish at 19.3, and share increased 5.7 points from last year. The Broadcast Networks have experienced a slight increase in viewership, held steady in ratings and seen a decrease in share.
For this season, cable rose to 18.1 million homes, up 1.5 million homes from last year. Cable’s ratings increased by 1.3 points to end at 17.0 and its share rose to 50.1, an increase of 2.4 points from last year. The broadcast networks continued to experience declines from last year. It sustained losses across the board as impressions fell by 173,000 homes, ratings declined by 0.4 to end at 13.1 and share decreased by 2.0 points to end at 38.8.
Download Total Day Spreadsheet
Source: Nielsen Galaxy.
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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.