Cable Is On Fire!

  • by August 30, 2000
By Anya Khait

The entire ocean surrounding the "Survivor" island couldn't put out the flame of ad-supported cable, which racked up primetime and total day viewership gains in Week #49 while the Big 4 broadcast networks collectively declined.

According to Cabletelevision Advertising Bureau analysis of Nielsen data, ad-supported cable's primetime average U.S. household delivery in Week #49 (August 21-August 27) rose by more than 1.6 million homes (+6.9% versus the same period last year), rating climbed 1.3 points (+5.4%) and share increased by 1.4 points (+3.3%).

At the same time, the audience generated for CBS by the "Survivor" finale came at the expense of the other broadcast networks. The aggregate primetime delivery of the Big 4 broadcast TV networks (ABC/CBS/NBC/FOX) dropped by more than 160,000 homes (-0.7% versus the year before), rating slipped by 1.1 points (-4.5%) and share dropped to by 1.7 points (-3.9%). In aggregate, ad-supported cable's primetime delivery, rating and share exceeded that of the four broadcast networks.

Similarly, ad-supported cable's total day audience in Week #49 grew while broadcast viewership fell. Cable's average total day U.S. delivery increased by 1.1 million homes (+9.3%) compared to the same time last year), rating was up 1 point (+7.8%) and share rose 2.1 points (+4.9%). In contrast, the weighted gross total day delivery of ABC/CBS/NBC/FOX affiliates declined by almost 190,000 homes, rating was down 0.3 points and share plummeted 2.3 points.

- MediaPost Staff Writer Anya Khait may be reached at anya@mediapost.com

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