Viewership Steady For Cable, Broadcast Nets

ManWoman-WatchCable networks and broadcast networks appear to be performing at mostly the same pace -- with little change in viewership in the fourth quarter.

Looking at Nielsen live plus seven days viewing data through Dec. 11, the broadcast networks had no change in either 18-49 viewers (10.9 overall rating) or total viewers (12.3 rating) from the fourth quarter of 2010 -- per a research report from Turner Broadcasting.

Total ad-supported cable rose 1% in 18-49 to a 18.6 rating and remained unchanged in total viewership, holding at 19.1. Analyzing key top 10 cable networks, things were better. Those bigger networks climbed 7% during the period to a collective 6.9 rating, and 1% up among total viewers to a 6.4 rating.

There is good news for both broadcast networks and the top 10 cable networks. Both climbed 2% in household ratings, 22.3 and 12.0, respectively. Overall ad-supported cable had no change, at a 36.7 rating.

Turner says DVR penetration is now at 45.1% among TV homes and 42.7% among overall viewers, as of November 2011. This is up from November's 2010 numbers: 38.3% an 40.5%, respectively.

Total viewing has grown year to year in terms of hours viewed per person in a given week. Most of the rise has come from cable networks and other sources.

Total viewing is now at 34.1 hours a week, up from 33.9 hours a week -- year-to-date. Ad-supported cable is now at 17.0 hours up from 16.6, with "other" sources at 9.4 hours, the same versus a year ago. The four broadcast networks viewing per week declined to 7.8 hours from 7.9 hours a year ago.



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