• July 31, 2003

Ad-supported cable recorded its highest-ever monthly primetime share, averaging 55.1 points for July. Cable's U.S. household share surpassed that of the seven national broadcast networks combined by 18.8 points, according to a Cabletelevision Advertising Bureau analysis of Nielsen data. In other measures for the month of July, ad-supported cable's primetime U.S. household delivery rose by 1.4 million homes (+4.7% versus the same period a year ago) and its rating climbed 1.0 point (+3.5%). Cable surpassed the seven broadcast networks collectively by 10.7 million homes and 10.1 rating points. Individually, three (ABC, CBS, FOX) of the four largest broadcast networks had across-the-board declines in primetime viewership for July, with only NBC posting a modest increase. This is the fourth month in calendar year 2003 that ad-supported cable has exceeded a 50 primetime share of viewing. Also for the month of July, ad-supported cable had U.S. household delivery increases in all other dayparts. Its largest percentage gains came in weekday early morning (+12.4%) and weekend late night (+9.3%). Its largest absolute gains came in primetime (+1.4 million homes) and weekday early morning (+1.2 million homes).