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
Welcome to a whole new world of television – in which Cable sets the standard of achievement. Year after year, Cable continues to set records as the 03/04 Official Season marked another milestone in history as the first time Cable surpassed Broadcasts' seven nets collectively for an official season.
Over the years Broadcasts’ ratings have diminished with 82% of their Primetime regularly scheduled programming now delivering below a 5.0 rating among advertisers' most coveted target – A18-49. Only three out of the total one hundred and fifty three regularly scheduled Broadcast programs delivered above a 10.0 A18-49 rating this past season. Not only have Broadcast ratings slipped drastically over the years, Broadcast continues to trail behind with Cable capturing more than half of total TV viewing. In reality, Cable has leveled the reach playing field. Due to all the programming choices available, viewers continue to flock to Cable as its programming continues to capture the hearts of viewers. In essence, Cable is the best targeting medium out there.
With Cable dominating the 03/04 Season – what is in store for Broadcast in the 04/05 Season? In the new upcoming 04/05 Broadcast Season, there are a total of thirty four new programs, seventeen returning for a second season, and sixty three returning for 3+ years, representing about 55% of the new fall schedule. With more than half of 04/05 schedule consisting of programs returning for three or more years, 76% have experienced erosion as their household levels declined from prior year (analysis on a program level).
One can speculate that these ratings will continue to decline as viewers continue to tire of them and choose other programs as their entertainment source. Some programs to have experienced erosion are: NYPD Blue, King of Queens, West Wing, and The Simpsons. Only a drastic story line change, new characters, or better evolved characters can turn around a programs performance.
With Cable setting records week after week, year after year, and commanding more than half of total TV viewing, the 04/05 season looks meek for Broadcast. Not only have Broadcast ratings declined drastically over the years, its returning programming for 3+ years which comprise more than half of the new fall schedule have experienced erosion – 76% to be exact.
As Cable’s niche programming continues to steal Broadcasts' viewers away with their top quality programming, what is in store for the new season? Best wishes Broadcast!
Download Broadcast Primetime Schedule: Fall 2004-05
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.