• by July 10, 2000

Despite highly publicized programming attempts, broadcasters lost the total day viewership race to ad-supported cable in June for the first time ever.

According to Cabletelevision Advertising Bureau analysis of Nielsen data, ad-supported cable’s total day average U.S. household delivery for June (May 29 - July 2, 2000) grew to 13.6 million (up 1.2 million versus last year), rating rose 1.1 points to 13.5 and share jumped 2.7 points to 45.0.

This marks the first time ever that ad-supported cable surpassed the broadcast affiliates for the entire month of June in total day measurements. Similarly, ad-supported cable’s total day viewership for Week #41 (June 26-July 2, 2000) reached 13.7 million homes (up 1.1 million versus last year) representing 13.6 ratings points (up 1.0 points) and 45.4 share points (up 1.4 points).

Meantime, the four broadcast network affiliates (ABC/CBS/NBC/FOX) endured a loss of viewership during June. The affiliates’ gross U.S. total day household delivery for June reached 12.4 million (1.2 million less than cable’s delivery), their rating was 12.3 (1.2 points shy of cable) and share fell to 41.1 (3.9 share points behind cable). Individually, all four of the broadcast affiliates experienced losses: ABC’s share fell to 11.1 (down 1.8% versus year ago); CBS’ share dropped to 11.0 (down 3.5%); NBC’s share declined to 12.1 (down 4.0%); and FOX’s share slid to 7.0 (down 2.8%).

Furthermore, the four broadcast network affiliates recorded losses during Week #41--trailing ad-supported cable for the fifth week in a row. Their gross U.S. total day household delivery for Week #41 was 12.2 million (1.5 million shy of cable’s delivery), their rating was 12.1 (1.5 points behind cable) and their share dropped to 40.3 (5.1 share points below cable). Individually, the four affiliates’ share declined versus year ago levels: ABC’s share fell to 11.1 (down 3.5%); CBS’ share dropped to 10.8 (down 4.4%); NBC’s share dipped to 11.3 (down 2.6%); and FOX’s share slid to 7.1 (down 4.1%).

"Total day viewership is extremely important because it gives a full and complete picture of viewership trends," said CAB President & CEO Joe Ostrow. "Audiences are watching more cable programming than broadcast television, because cable’s quality is consistently better throughout the day," he added.