TV Viewership Erosion Sinks 4% in C3 Adult Ratings

Heading into the upfront TV market, overall TV viewership erosion stands at a modest 4% decline in April, an improvement over recent periods --- as strong advertising revenue looks to boost the next TV season. MoffettNathanson Research says cable TV networks were the better performers -- posting flat results in April at a Nielsen C3 18.2 million 18-49 viewers for prime-time programming. Broadcast networks sank 13% to 6.5 million.

In total day 18-49 viewing, broadcast fared a bit better than prime time, and cable a little worse. Cable was down 2% to 10.5 million, while broadcast was down 9% to 3.6 million. Nielsen C3 ratings are the average commercial minute ratings plus three days of time-shifted viewing.

Broadcast networks were hurt in prime time by the NCAA Men’s Basketball Championship game going to Turner networks from CBS.

advertisement

advertisement

Analysts are expecting an improved upfront advertising market -- boosting revenue by 3% to 4% on average for broadcast and cable networks, following on the heels of a strong scatter market, which witnessed healthy double-digit percentage gains.

In April, CBS was down 24% to 1.72 million prime time 18-49 viewers. ABC was also off 24% to 1.55 million viewership due to general program weakness, while NBC slipped 5% to 1.60 million viewers.

Fox scored big results, up 24% to 1.66 million. The new season of Fox’s “Empire,” which a year ago started its series debut in the first quarter, debuted its latest season in the second quarter.

Broadcast networks has been declining in prime-time C3 18-49 viewers since the start of the season, down in October 2015 by 8% in prime time 18-49 viewers -- then declines of 7% (November 2015); 7% (December 2015); 11% (January 2016); 12% (February 2016); 13% (March 2016); and 13% (April).

The best-performing cable group in April was AMC Networks, up 33% to 942,000 C3 18-49 prime-time viewers, due to new episodes of “Better Call Saul” and “Fear the Walking Dead.” Fox cable networks were 3% higher to 1.2 million; Disney, 2% more to 1.3 million; Time Warner, up 2% to 3.3 million; and Scripps Networks Interactive inching up 1% 1.1 million.

Sinking in April were Viacom, down 5% to 2.8 million; A+E Networks, losing 9% to 1.3 million; NBCUniversal, off 12% to 2.2 million; and Discovery Communications, sinking 13% to 1.8 million.

2 comments about "TV Viewership Erosion Sinks 4% in C3 Adult Ratings".
Check to receive email when comments are posted.
  1. Ed Papazian from Media Dynamics Inc, May 16, 2016 at 1:45 p.m.

    Just so some of our digital friemds don't misinterpret the numbers cited, the broadcast 18-49 primetime rating losses are not cummulative---the networks aren't down 71% for the season, only about 10% as an average. And the results for the networks' key demo--- 50+----which are not cited, are probably not down more than a few percentage points. I think it would be informative if season-to-date averages were provided in such articles, including a tally for all adults and the 50+ segment as well as the 18-49s. That way we get a more complete picture. Just a suggestion, Wayne.

  2. Ed Papazian from Media Dynamics, May 17, 2016 at 9:03 a.m.

    Oh dear. I misspelled "friends". Sorry folks.

Next story loading loading..