Week 32 of the 2003/04 Season (4/26-5/2/04)

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

Week 32 of the 2003/04 Season (4/26-5/2/04)

Primetime:

Week after week, Cable continues to surpass the 50 share mark and continues to reach half of TV’s audience – outpacing Broadcast by an impressive 4.2 share points. Additionally, Cable continues to outshine Broadcast by 2.6 million homes and 2.4 HH rating points, respectively. Compared to last year, Cable experienced healthy gains with share up 2.6 points whereas Broadcast’s fell slightly due to ABC’s weak performances this week.

Cable is performing well in Second Quarter 2004 as Cable’s share is outpacing Broadcast’s 7-net share by an impressive 8.0 points. Compared to year ago, Cable’s viewership has grown 696,000 households whereas Broadcast’s has continued to decline as five out of the seven nets lost viewers to date.

As the Official 03-04 season starts to wind down - Cable continues to capture half of total TV viewing. In fact, Cable is outperforming Broadcast’s share level by about three points, whereas last season Broadcast had a higher share level than cable. Cable’s niche programming continues to capture the hearts of viewers with rating gains across all of its audience measurements from year ago –delivering 1.9 million more homes; +1.3 HH rating points; and +2.4 HH share points.

Download Primetime Spreadsheet

Total Day:

Ad Supported Cable delivered 18.6 million homes in the 32nd week of the 03/04 Season, representing an increase of 1.2 viewers from last year on a Total Day basis. Cable’s household ratings increased by 0.9 points from last year to end at 17.2 and the share increased by 1.8 points to end at 52.8. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 16.0 points. The broadcast networks had increases in delivery and ratings, and saw a decline in share.

Cable, to date, in the second quarter, has a strong lead over the broadcast networks. It ended with a 53.6 share, 17.4 points above Broadcast’s level. Ratings were down 0.4 points to finish at 17.5, and share decreased 0.3 points from last year. The Broadcast Networks have experienced an increase in delivery and share, and have suffered a decrease in share. Please note that same period last year was an irregular one due to war coverage of America invading Iraq.

For this season, cable rose to 19.0 million homes, up 917,000 homes from last year. Cable’s ratings increased by 0.5 points to end at 17.5 and its share rose to 51.6, an increase of 1.3 points from last year. The broadcast networks experienced an increase in impressions, a decrease in ratings and share declined by 0.5 points to end at 38.1.

Download Total Day Spreadsheet

Source: Nielsen Galaxy.

# # #