Highlights of Week #16 (1/5-1/11) Primetime TV Viewership

CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200

Highlights of Week #16 (1/5-1/11) Primetime TV Viewership

January 14, 2004

Ad-supported cable was up in all primetime audience measures for the week (versus the same period the year before)—gaining 2.4 million homes, 1.8 rating points and 2.3 share points.

For the week, the seven broadcast networks were collectively down in all primetime audience
measures—losing 324,000 homes, .8 rating point and 1.5 share points.
Of the seven broadcast networks, only two recorded gains in primetime share for the week.
This time last year, the primetime share gap between ad-supported cable and the seven broadcast networks was 5.6 points. This year it was only 1.8.

WEEK #16 OF TV SEASON PRIMETIME VIEWERSHIP

2003/04 vs. 2002/03

AD-SUPPORTED CABLE VIEWERSHIP VS. BROADCAST

Primetime=Mon thru Sat 8–11pm/Sun 7–11pm

U.S. HH DELIVERY (000) U.S. HH RATING U.S. HH SHARE

03/04 02/03 %Diff 03/04 02/03 %Diff 03/04 02/03 %Diff

Ad-Supported
Cable
33,254 30,863 + 7.7 30.7 28.9 + 6.2 48.2 45.9 + 5.0

ABC 6,302 5,821 + 8.2 5.8 5.5 + 5.5 9.1 8.7 + 4.6

CBS 10,901 10,621 + 2.6 10.1 10.0 + 1.0 15.8 15.8 NC

NBC 8,403 8,978 – 6.4 7.8 8.4 – 7.1 12.2 13.4 – 9.0

FOX 7,788 7,434 + 4.8 7.2 7.0 + 2.9 11.1 10.9 + 1.8

UPN 2,291 2,666 –14.1 2.1 2.5 –16.0 3.3 3.9 –15.4

WB 2,552 2,815 – 9.3 2.4 2.6 – 7.7 3.6 4.1 –12.2

PAX 690 918 –24.8 0.6 0.9 –33.3 1.0 1.4 –28.6

4 Bdcst Nets* 31,127 30,897 + 0.7 28.7 29.0 – 0.8 45.1 45.9 – 1.7

Weighted Gross

7 Bdcst Nets** 34,367 34,691 – 0.9 31.7 32.5 – 2.5 50.0 51.5 – 2.9

Weighted Gross

* ABC, CBS, NBC, FOX

** ABC, CBS, NBC, FOX, UPN, WB, PAX

Source: Cabletelevision Advertising Bureau analysis of Nielsen data, 1/5/04-1/11/04 vs. 1/6/04-1/12/04

# # #

WEEK #16 OF TV SEASON PRIMETIME VIEWERSHIP

2003/04 vs. 2002/03
AD-SUPPORTED CABLE VIEWERSHIP VS. BROADCAST
Primetime=Mon thru Sat 8–11pm/Sun 7–11pm

	U.S. HH DELIVERY (000)			U.S. HH RATING			U.S. HH SHARE
	03/04	02/03	%Diff	03/04	02/03	%Diff	03/04	02/03	%Diff

Ad-Supported Cable	33,254	30,863	+ 7.7	30.7	28.9	+ 6.2	48.2	45.9	+ 5.0

ABC	6,302	5,821	+ 8.2	5.8	5.5	+ 5.5	9.1	8.7	+ 4.6
CBS	10,901	10,621	+ 2.6	10.1	10.0	+ 1.0	15.8	15.8	NC
NBC	8,403	8,978	– 6.4	7.8	8.4	– 7.1	12.2	13.4	– 9.0
FOX	7,788	7,434	+ 4.8	7.2	7.0	+ 2.9	11.1	10.9	+ 1.8
UPN	2,291	2,666	–14.1	2.1	2.5	–16.0	3.3	3.9	–15.4
WB	2,552	2,815	– 9.3	2.4	2.6	– 7.7	3.6	4.1	–12.2
PAX	690	918	–24.8	0.6	0.9	–33.3	1.0	1.4	–28.6

4 Bdcst Nets*	31,127	30,897	+ 0.7	28.7	29.0	– 0.8	45.1	45.9	– 1.7
Weighted Gross

7 Bdcst Nets**	34,367	34,691	– 0.9	31.7	32.5	– 2.5	50.0	51.5	– 2.9
Weighted Gross

* ABC, CBS, NBC, FOX
** ABC, CBS, NBC, FOX, UPN, WB, PAX

Source: Cabletelevision Advertising Bureau analysis of Nielsen data, 1/5/04-1/11/04 vs. 1/6/04-1/12/04