For the first time in TV history, ad-supported cable has surpassed the seven national broadcast networks combined in primetime viewership for a complete season. According to Cabletelevision
Advertising Bureau analysis of Nielsen data for the just-completed full 2001/2002 season (9/24/01-9/22/02), ad-supported cable edged the broadcast networks in average primetime U.S. household delivery
(29.7 million vs. 29.2 million), rating (28.2 points vs. 27.7); and share (47.9 points vs. 47.0). Only a year earlier, cable trailed the broadcasters by 3 million homes, 3 rating points and 5 share
points. Compared to the previous season (2000/2001), ad-supported cable’s primetime delivery in 2001/02 grew by almost 3.1 million homes (+11.4%); rating increased 2.2 points (+8.5%); and share rose
3.9 points (+8.9%). On the broadcast side, ABC suffered the largest declines-losing more than 20% of its primetime audience during the 2001/2002 season. “The old argument that broadcast is TV’s mass
reach medium has been laid to rest by last season’s results and by what we project will be cable’s growing dominance of TV viewing in the new 2002/2003 season,” said CAB President & CEO Joe Ostrow.
“This represents growing value and impact for those advertisers who increase their investments in cable.”
