News Brief

Cable Gains Almost 3 Million Homes

Ad-supported cable significantly outdistanced the seven national broadcast networks (ABC, CBS, NBC, FOX, UPN, WB, PAX) combined in Week #25’s primetime audience race. According to a Cabletelevision Advertising Bureau analysis of Nielsen data for March 11–17, ad-supported cable’s average primetime U.S. household delivery was up versus the same period last year by almost 3 million homes (+10.8%) to 30.3 million; rating rose 2 points (+7.5%) to 28.7; and share increased by 3.2 points (+7.2%) to 47.9. The aggregate primetime delivery for the seven broadcast networks in Week #25, on the other hand, dropped by 1.4 million homes (–4.6%) to 28. 4 million; rating declined by 2.2 points (–7.6%) to 26.9; and share eroded by 3.8 points (–7.8%) to 45.1. ABC continued to take the biggest hit in audience losses, with a quarter of its viewership evaporating compared to the year before. NBC recorded the only significant gains among the broadcasters.