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
Not only are working women balancing their families with work today, they are finding time to unwind with their favorite cable TV programs. Cable continues to play a larger part in their every day life as working women 18-49 viewership continues to increase year after year in key dayparts: Early Morning, Daytime, and Late Night.
These working women start off their busy day by tuning to ad-supported cable for news/entertainment as viewership during the Early Morning daypart is up a healthy 7.3% vs. year ago. Conversely, the Big Three Broadcast networks are having a hard time embracing these viewers as viewership is down 1.6% in aggregate thanks to exponential declines experienced by ABC (-7.3%) & CBS (-6.4%). NBC's Today Show charm did however manage to capture some viewers as 4.1% more WW18-49 tuned in v. year ago.
Love, passion, betrayal, and murder commonly found in soaps are not as enticing to working women as the Big Three Networks are down collectively. During Daytime, Cable's viewership grew 6.5% while Broadcast's eroded 5.5%. Broadcast's erosion during Daytime was led predominantly by ABC whose viewership for regularly scheduled programs such as All My Children, One Life To Live, and Port Charles declined significantly, more than 20% from year ago. After a long hard day at work, these working women don't have time to unwind just yet as they prepare dinner, get kids ready for bed, etc...
In Prime, cable's viewership remains constant while Broadcast's declines slightly. Fox manages to offset some of the significant losses experienced by the other broadcast nets in Prime thanks greatly to American Idol and Joe Millionaire. As the day winds down, its finally time to relax and catch up with their favorite cable programming as 5% more WW18-49 tune in during Late Night while Broadcast's viewership falls 9% mainly due to ABC's (18%) significant losses. In fact, cable dominates this daypart as cable's viewership is 2.0 million WW18-49 viewers above the collective three net gross.
Working women turn to cable as their source for entertainment and news in the morning, noon, and evening. Cable is the best means in reaching this elusive demographic.
Source: CAB analysis of Nielsen data. 1/1-7/20/03 v. 1/1-7/21/02.
| Working Women Viewership | |||||
WW18-49 | WW18-49 | ||||
AA(000) | AA(000) | ||||
1/1-7/20/03 | 1/1-7/21/02 | % Change |
|||
Early Morning | MTWTF . . 6:00 AM-9:00 AM | ABC | 581 | 627 | -7.3% |
CBS | 293 | 313 | -6.4% |
||
NBC | 933 | 896 | 4.1% |
||
3 net total | 1807 | 1836 | -1.6% |
||
CABLE | 1462 | 1363 | 7.3% |
||
Daytime | MTWTF . . 9:00 AM-4:30 PM | ABC | 515 | 611 | -15.7% |
CBS | 470 | 482 | -2.5% |
||
NBC | 475 | 500 | -5.0% |
||
FOX | 453 | 432 | 4.9% |
||
4 net total | 1913 | 2025 | -5.5% |
||
CABLE | 1726 | 1621 | 6.5% |
||
Prime | M-Sa 8-11pm & Sun 7-11pm | ABC | 1411 | 1312 | 7.5% |
CBS | 1493 | 1629 | -8.3% |
||
NBC | 1952 | 2403 | -18.8% |
||
FOX | 1764 | 1324 | 33.2% |
||
WB | 709 | 649 | 9.2% |
||
UPN | 479 | 589 | -18.7% |
||
PAX | 117 | 155 | -24.5% |
||
7 net total | 7925 | 8061 | -1.7% |
||
CABLE | 5265 | 5267 | 0.0% |
||
Late Night | MTWTF . . 11:00 PM-1:00 AM | ABC | 414 | 502 | -17.5% |
CBS | 469 | 504 | -6.9% |
||
NBC | 695 | 729 | -4.7% |
||
3 net total | 1578 | 1735 | -9.0% |
||
CABLE | 3614 | 3443 | 5.0% |
||
Source: Nielsen
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.