More Working Women Tune In To Cable

  • by April 22, 2002
Ad-supported cable has attracted a larger primetime audience of working women age 18-49 during the current 2001/2002 television season, reports the Cabletelevision Advertising Bureau.

According to a CAB analysis of Nielsen data for the season-to-date period (October–April), ad-supported cable’s primetime U.S. household delivery of working women has increased 8.3% compared to the same period last season; rating has grown 7.1%; and share is up 6.9%.

Collectively, the seven national broadcast networks (ABC, CBS, NBC, FOX, UPN, WB, PAX) have been watched by fewer working women in primetime during the 2001/02 season than the year before—with season-to-date declines of almost two percentage points in both rating and share.

The double-digit primetime audience declines of ABC and FOX on a total household basis in the 2001/2002 season has also applied to working women, with ABC’s delivery of this demo down 22% versus last year and FOX down by 13%.

NBC’s working women delivery gain of almost 16% in 2001/02 has been largely fueled by its long-time series “Friends.”

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