Commentary
Broadcast Beats Cable Primetime
- by Jack Loechner , Staff Writer @mp_research, June 27, 2006
According to a TVB analysis of Nielsen Media Research figures in the just-completed 2005-06 television season, total broadcast delivered a combined 35.75 primetime HH rating over the season, surpassing last year's 34.78 and beating ad-supported subscription TV's 32.87, an 8.8% advantage.
In the important A18-49 and A25-54 demographics, says the analysis, broadcast delivered a combined 20.36 primetime for the age18-49 rating, surpassing last season's 19.50 and beating ad-supported subscription TV's 15.46, a 31.7% advantage. In addition, broadcast delivered a combined 22.85 primetime A25-54 rating, surpassing last season's 21.89 and beating ad-supported subscription TV's 16.71, a 36.7% advantage.
Considering programming, broadcast accounts for the top 235 programs among all households, the top 217 among the age 25-54 group, and top 184 among ages 18-49.
Ad-Supported Broadcast vs. Ad-supported Subscription TV Aggregate
Primetime Comparisons (Mon.-Sat. 8-11PM/Sun. 7-11PM) | ||||
2004-2005 Season | 2005-2006 Season | |||
Households | Live HH Rtg. | Live HH Share | Live + SD HH Rtg. | Live + SD HH Share |
4 Nets | 26.90 | 43.63 | 26.86 | 43.35 |
7 Nets | 30.99 | 50.25 | 30.59 | 49.39 |
10 Nets | N/A | N/A | 33.40 | 53.95 |
Independent Bcst** | 3.79 | 6.14 | 2.35 | 3.80 |
Total Ad Supported Broadcast | 34.78 | 56.39 | 35.75 | 57.75 |
Total Ad Supported Subscription TV | 32.09 | 52.04 | 32.87 | 53.07 |
Adults 18-49 | ||||
Total Ad Supported Broadcast | 19.50 | 52.33 | 20.36 | 54.56 |
Total Ad Supported Subscription TV | 15.29 | 41.02 | 15.46 | 41.37 |
Adults 25-54 | ||||
Total Ad Supported Broadcast | 21.89 | 52.85 | 22.85 | 55.24 |
Total Ad Supported Subscription TV | 16.78 | 40.52 | 16.71 | 40.36 |
Source: Nielsen Media Research, Galaxy Explorer, Primetime Viewing Sources Report. | ||||
Top-rated programs of 2005-06 in Households(Broadcast not only grabbed 100 of the top 100 programs in the 2005-06 broadcast season, it took the next 100, and the next 35. In fact, broadcast was responsible for 576 of the top 586 programs for the season.
Top 25 Rated 2005-2006 Household Broadcast Programs | |||
Rank | Program | Network | US AA % |
1 | Super Bowl Xl (6:26p) | ABC | 41.62 |
2 | Academy Awards | ABC | 23.08 |
3 | Rose Bowl | ABC | 21.71 |
4 | Fox NFC Championship (6:47p) | FOX | 20.77 |
5 | American Idol-Tuesday | FOX | 17.72 |
6 | American Idol-Wednesday | FOX | 17.24 |
7 | AFC Divisional Playoff-Sa | CBS | 16.14 |
8 | Dancing W/The Stars-2/26 | ABC | 16.02 |
9 | Wntr Olym Thu Prime 2 | NBC | 15.77 |
10 | CSI | CBS | 15.68 |
11 | American Idol Thu Sp-3/9 | FOX | 15.52 |
12 | Wntr Olym Tue Prime 2 | NBC | 15.48 |
13 | American Idol Thu Sp-3/2 | FOX | 15.29 |
14 | CSI - Thanksgiving | CBS | 14.62 |
15 | Grey's Anatomy Sp 2-5/15 | ABC | 14.23 |
16 | AFC/NFC Playoff Gm2 | ABC | 13.95 |
17 | Desperate Housewives | ABC | 13.86 |
18 | Wntr Olym Mon Prime 2 | NBC | 13.59 |
19 | Wntr Olym Sat Prime 1 | NBC | 13.46 |
20 | American Idol Thu Sp-2/23 | FOX | 13.38 |
21 | Wntr Olym Sun Prime 1 | NBC | 13.30 |
22 | Fox World Series Game 4 | FOX | 12.96 |
23 | Wntr Olym Mon Prime 1 | NBC | 12.86 |
24 | Wntr Olym Open Cerem | NBC | 12.81 |
25 | Grey's Anatomy | ABC | 12.58 |
Source: Nielsen Galaxy Lightning 9/19/05-5/24/06.(Ad-Supported Subscription TV only.(Programming under 25 minutes excluded | |||
For the complete report and data, please go here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.