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:
Cable is heating up this summer as share levels rise to record levels. In its 37th week of the 03/04 season, Cable commanded an outstanding 57.9 share of total TV viewing (Highest level to date) and outpaced Broadcasts' seven nets by an impressive 22.9 share points. Compared to year ago, Cable delivered 2.9 million more homes; 2.3 more rating points; and 4.6 more share points. Broadcast was hit hard with start of summer season with 3.2 million fewer viewers and share level diving 5.5 points to a low 35.0 level. Six out of the total seven nets experienced declines this week with Fox taking the lead.
Cable is performing great in Second Quarter 2004 as it continues to outpace Broadcast week after week. To date, Cable captures more than half of total TV viewing and continues to outperform the seven nets by 8 share points. Compared to year ago, Cable experiences healthy gains whereas the Broadcast networks continue to demonstrate declines.
The Official season came to an end last week with Cable setting a milestone by outperforming Broadcast. Now with start of summer, Cable is off to great start as Cable is demanding half of total TV viewing to date. In addition, Cable continues to outpace Broadcast week after week and on a season basis Broadcast continues to fall 3.2 share points behind Cable. The spread is only going to grow as we progress into the summer season.
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Total Day:
Ad-Supported Cable delivered 20.0 million homes in the 37th week of the 03/04 Season, representing an increase of 1.8 million viewers from last year on a Total Day basis. Cable’s household ratings were up by 1.4 points from last year to end at 18.4 and the share was up by 3.9 points to end at 56.9. Cable’s share was once again greater than that of the Broadcast Networks (4 Net.), with the difference being a solid 24.7 points. This lead represents the largest ever of ad-supported cable over broadcast. The broadcast networks had decreases in all audience measures.
Cable, to date, in the second quarter, has a strong lead over the broadcast networks. It ended with a 53.6 share, 17.6 points above Broadcast’s level. Ratings remained the same at 17.3, and share increased 0.7 points from last year. The Broadcast Networks have experienced an increase in delivery, and have suffered a decrease in ratings and 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 915,000 homes from last year. Cable’s ratings increased by 0.6 points to end at 17.5 and its share rose to 51.9, an increase of 1.4 points from last year. The broadcast networks experienced an increase in impressions, ratings remained the same and share declined by 0.5 points to end at 37.8.
Download Total Day Spreadsheet
Source: Nielsen Galaxy.
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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.
