• by April 11, 2002

Ad-supported cable’s first quarter audience growth came from all dayparts, including morning, afternoon, primetime and late night, according to a Cabletelevision Advertising Bureau analysis of Nielsen Galaxy data.

While the evening slots (6pm–12midnight) recorded the largest absolute gains in U.S. household delivery versus 1Q 2001, early morning (3am–9am) had the largest percentages increases. Every daypart recorded an increase of at least a million homes.

The CAB reports that 9 pm–12 midnight generated the largest individual daypart increase in ad-supported cable delivery (+2.7 million homes) for the first quarter, followed by 6pm–9pm (+2.3 million homes) and 3pm–6pm (+1.7 million homes). On a percentage basis, 3am–6am delivery rose almost 19 percent versus 1Q 2001, followed by 6am–9am with a 15.5 percent increase.

On a total day basis (6am–6am), ad-supported cable’s U.S. household delivery for the first quarter of 2002 increased by 1.7 million homes—up 11.8 percent versus the same period last year.