CAB: Cable Up, Broadcast Down During And After Strike

More TV viewing data shows that cable gained during the writers' strike--while the broadcast networks went in the other direction. The Cabletelevision Advertising Bureau said the combined 18-49 live-plus-seven-day ratings for ad-supported cable networks climbed to a 17.8 number during the strike from a 16.3 before the strike, while broadcasters went south to a 13.9 number from a 15.4 before the strike.

After the strike, cable's 18-49 viewers remained the same as during the strike--a 17.8 collective rating. The broadcast networks dropped a bit more to a 13.3.

The CAB says cable's prime-time numbers grew against broadcast networks by 3%, versus the same time period the year before, to a 23% rating advantage over broadcast networks.

Younger viewers were the real story--confirming what other industry reports have also determined. Cable adult 18-34 viewers grew 14% over broadcast ratings during the strike to a 43% advantage.

Cable's adult 18-34 viewers increased from a 15.5 before the strike to a 16.6 during the strike, and remained at a 16.6 after. Broadcast networks, by comparison, had a 12.9 pre-strike rating among young viewers--slipping to an 11.3 during the strike, and falling to a 10.5 after the strike.

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Older viewers were the only dominant group of viewers for the broadcast networks before the strike at a 17.8 rating to cable's 16.9.

But older viewers for cable moved on top of the broadcasters during the strike to an 18.8 rating, while broadcasters fell to 16.1. Since the strike, older viewers of both cable and broadcast fell some: cable to an 18.6 number, and the broadcast networks to a 15.6 rating.

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