Cable Captures 55% Of Total TV Viewing In The First Three Weeks of New SeasonThe new season has begun and Ad-Supported Cable is capturing 55% of total TV viewing among Households - generating an 18 point spread with the Broadcast 6. Broadcast is reaching record low levels; down 6% v. year ago. Broadcasts’ decline is driven by five out of the total six nets with CW (-24%), ION (-17%) and NBC (-10%) posting greatest declines. In fact, Fox is the lone gainer – up only 5% from a year ago. Among Adults 18-49, a 16 share point cable advantage persists – propelling Broadcast to a new low at 30. Broadcast continues to lose ground with advertisers’ main target demo as practically all nets are down v. YAG – with five nets posting double digit losses.
Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod shares; Primetime; 9/19-10/9/11.
Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod shares; Primetime; 9/19-10/9/11 v. 9/20-10/10/10. Among Key Advertiser Demos, Broadcast Ratings Propel To New Lows Among Adults 18-49, the lackluster of Broadcasts’ new programming is driving ratings to record low levels. In fact, among key advertiser targets (A18-49, A18-34, A25-54), Broadcast is down in the first three weeks of the new season. Conversely, Cable’s ratings are up as viewers continue to watch Ad-Supported Cable’s original programming. P18-49 Primetime Ratings By Year: First Three Weeks Broadcast 6 Affils Ad-Supp Cable Live+SD AA% Live+SD AA%
Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod; Primetime. Primetime Ratings % Change v. YAG: First Three Weeks Broadcast 6 Affils Ad-Supp Cable % Diff % Diff A18-49 -3% +3% Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod AA%; Primetime; 9/19-10/9/11 v. 9/20-10/10/10. During the first three weeks of new season, Broadcast is struggling with Persons 18-24, which is down 10% - mainly due to the loss of Men 18-24 (-14%). To date, the only demos to experience any growth v. year ago are P2-11 (+2%); P12-17 (+1%); and P65+ (+3%), representing both ends of the age spectrum. The Broadcast demos in the middle of the age gamut continue to tune out in droves, as Persons 25-34 are down 4%, thanks mainly due to the loss of F25-34 (-7%). Broadcasts’ loss is Cable's gain as Cable is up across the board, except with P2-11 which is down 9%. Primetime Ratings % Change By Demo: First Three Weeks of 11/12
Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod AA%; Primetime; 9/19-10/9/11 v. 9/20-10/10/10. Primetime Ratings % Change By Gender: First Three Weeks of 11/12
Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod AA%; Primetime; 9/19-10/9/11 v. 9/20-10/10/10.
With Broadcast premiering their slate of new programs, how are the shows performing? To date, 79% of Broadcasts’ Big 4 networks are delivering ratings below a 3.0 among Adults 18-49. To further quantify, 62% of Broadcasts’ Big 4 programming lineup is comprised of return programs which are mainly down v. year ago. In actuality, 58% of the return programs are down v. same period a year ago. Broadcast Big 4 Rating Classifications: Primetime
Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod AA%; Primetime; 9/19-10/9/11; all programming. New v. Return Primetime Programs: Broadcast Big 4
Source: CAB analysis of Nielsen Galaxy; Primetime; 9/19-10/9/11; Regular Prgm. Number of Return Primetime Programs Per Category: Broadcast Big 4
Source: CAB analysis of Nielsen Galaxy; Primetime; 9/19-10/9/11; Regular Prgm. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||