America is increasingly waking up to cable, according to a Cabletelevision Advertising Bureau analysis of Nielsen data for the first six months of the 2001/2002 TV season. In addition to gaining 3.8
share points (+10.9% versus the same period last year) in the weekday 7 a.m. - 9 a.m. time slot among all U.S. households, ad-supported cable has recorded early morning share of viewing increases in
every key age demo: persons 12-17 (+15.2% vs. last year); 18-34 (+7.1%); 25-54 (+11.5%); and 55+ (+18.3%). Collectively, the 7 a.m. – 9 a.m. viewing share of ABC, CBS, NBC and FOX affiliates in the
first half of the 2001/2002 season shrank 3 points (-5.9%) on a total U.S. household basis.
Broadcasters also experienced share losses in each of the age demos: down 2.4 points among persons 12-17
and 18-34; 3.5 points among persons 25-54; and 3.8 points among persons 55+. ABC was the only one of the four broadcast networks that generated some early morning share increases for its affiliates in
key demos. CBS and NBC both suffered large percentage declines among young adults and teens.
