Summer TV viewing is
showing no improvement in declining viewership among virtually all networks.
Only Fox, MTV, and Comedy Central had much to cheer about in July -- the only TV networks showing gains in that
month versus the same month a year before, according to MoffettNathanson Research.
Prime-time TV was down 12% during the month to a Nielsen C3 18-49 viewership of 16 million -- with broadcast
losing 10% and cable networks down 13%. June's total TV prime-time ratings were down 9%, and May showed a loss of 5%.
The Nielsen C3 metric is the average minute commercial rating plus three
days of time-shifted viewing.
Total day viewership posted slightly worse results, falling 13% to an average 10 million total C3 18-49 viewers -- with broadcast losing 8% and cable off 15%.
Fox benefited from the World Cup in July -- posting a 5% gain to average 836,000 18-49 C3 viewers in prime time. ABC was down 6% to 838,000, while CBS went 15% south to 744,000 viewers and NBC lost
17% to 997,000.
advertisement
advertisement
Viacom's Comedy Central added 16,000 total day 18-49 C3 viewers in the month and its sister network MTV added 4,000 more. But Viacom also had some big losers.
Among the
top 25 cable networks, Nickelodeon was down 93,000 and Nick-at-Nite was off 89,000.
Looking at overall TV cable network groups, Fox did the best among the losers -- down 4% to 1.1 million
prime-time C3 18-49 viewers for all its networks, while Discovery dropped 6% to 2.5 million. Viacom sank 8% to 2.3 million, A+E Networks was 10% lower to 998,000, and NBCUniversal was off 14% to 1.6
million.
The next four were Time Warner, dropping 16% to 1.8 million; all independent networks, also giving up 16% to 910,000; AMC Networks, which declined 17% to 522,000, and Disney-ABC,
which sank 28% to 640,000.