Ad-Supported Cable Dominates Gains in Late Night TV Viewing Among Young Adults

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Ad-Supported Cable Dominates Gains in Late Night TV Viewing Among Young Adults

Cable’s Largest Percentage Increase Comes from 18-24 Age Group

June 23, 2003

Ad-supported cable is recording the largest percentage gains in late night viewership among young adults—a prime target for advertisers, according to a new analysis of Nielsen data by the Cabletelevision Advertising Bureau. For the first 11 weeks of the 2nd Quarter of 2003, ad-supported cable’s average U.S. household delivery of persons age 18-24 between 11pm and 1am was up almost 23 percent compared to the same period a year earlier. In terms of gains by gender for this age group, cable’s late night delivery of men 18-24 climbed 27.6 percent; and increased 17.1 percent among women.

The collective 18-24 late night audience of ABC, CBS and NBC affiliates, on the other hand, declined 7.5 percent, with their steepest drop (–18.8 percent) coming from men.

In other key demos, delivery of persons 25-34 increased 10.7 percent for cable during the first 11 weeks of 2Q ’03 and slipped 2.8 percent for ABC/CBS/NBC affiliates. Similar results were posted among persons 35-49, with ad-supported cable notching an 8.1 percent gain versus an aggregate decline of 2.5 percent for the three largest broadcast networks.

“At a time when late night television is becoming an increasingly important daypart for reaching many of the nation’s most sought-after consumers, ad-supported cable is steadily building its dominance with an unparalleled lineup of original programming,” said CAB President & CEO Sean Cunningham.

Ad-Supported Cable’s Late Night Delivery By Gender & Age Group

First 11 Weeks Of Second Quarter; Monday-Friday 11pm-1am

Ad-Supported Cable ABC/CBS/NBC Affiliates

2003 2002 % Change 2003 2002 % Change

(000) (000) (000) (000)

All Persons 18-24 2,619 2,135 +22.7 871 942 – 7.5

Female 18-24 1,166 996 +17.1 472 451 + 4.7

Male 18-24 1,453 1,139 +27.6 398 490 –18.8

All Persons 25-34 4,157 3,755 +10.7 1,998 2,055 – 2.8

Female 25-34 1,972 1,858 + 6.1 1,132 1,142 – 0.9

Male 25-34 2,185 1,897 +15.2 865 915 – 5.5

All Persons 35-49 7,062 6,530 + 8.1 4,633 4,754 – 2.5

Female 35-49 3,442 3,091 +11.4 2,634 2,691 – 2.1

Male 35-49 3,620 3,439 + 5.3 1,998 2,063 – 3.2

Source: Cabletelevision Advertising Bureau analysis of Nielsen Galaxy data.

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Ad-Supported Cable’s Late Night Delivery By Gender & Age Group
First 11 Weeks Of Second Quarter; Monday-Friday 11pm-1am

	Ad-Supported Cable			ABC/CBS/NBC Affiliates
	2003	2002	% Change	2003	2002	% Change
	(000)	(000)		(000)	(000)

All Persons 18-24	2,619	2,135	+22.7	871	942	– 7.5
Female 18-24	1,166	996	+17.1	472	451	+ 4.7
Male 18-24	1,453	1,139	+27.6	398	490	–18.8

All Persons 25-34	4,157	3,755	+10.7	1,998	2,055	– 2.8
Female 25-34	1,972	1,858	+ 6.1	1,132	1,142	– 0.9
Male 25-34	2,185	1,897	+15.2	865	915	– 5.5

All Persons 35-49	7,062	6,530	+ 8.1	4,633	4,754	– 2.5
Female 35-49	3,442	3,091	+11.4	2,634	2,691	– 2.1
Male 35-49	3,620	3,439	+ 5.3	1,998	2,063	– 3.2

Source: Cabletelevision Advertising Bureau analysis of Nielsen Galaxy data.