• by September 8, 2000

By Anya Khait

Despite the broadcast networks’ original programming, ad-supported cable surpassed all seven broadcast networks (ABC, CBS, NBC, FOX, WB, UPN, PAX) during primetime for the month of August (July 31 - September 3, 2000) and during Week #50 (August 28 - September 3, 2000) - the last week of August, reports the Cabletelevision Advertising Bureau. In addition, this marks the third year in a row that ad-supported cable beat the four major broadcast networks (ABC, CBS, NBC, FOX) and their affiliates in both primetime and total day delivery for the month. According to CAB analysis of Nielsen data, ad-supported cable's gross primetime U.S. household delivery for the month grew by almost 1.8 million homes to 25.9 million, rating rose by 1.5 points to 25.7, and share jumped 1.5 points to 46.1. The seven broadcasters, on the other hand, declined collectively in delivery to 24.4 million (1.5 million less than ad-supported cable), rating declined to 24.2 (1.5 points less) and share dropped to 43.6 (2.5 points less). The four major broadcast networks' delivery fell to 21.3 million (4.6 million less), rating declined to 23.3 (2.4 points less) and share dropped 38.1 (8.0 points less). Likewise, ad-supported cable surpassed the seven broadcast networks during Week #50 in all viewership measures. Ad-supported cable's gross primetime U.S. household delivery for the Week rose almost 2.8 million to 26.4 million, rating increased by 2.7 points to 26.2, and share jumped 3.4 points to 47.0. Conversely, the seven broadcast networks' delivery fell to 24.7 million (1.7 million less than ad-supported cable), rating declined to 24.5 (1.7 less), and share fell to 43.8 (3.2 less) - this marks the fifth time this summer that ad-supported cable surpassed all seven broadcast networks during primetime. The four major broadcast networks' delivery fell to 21.3 million (5.1 million less), rating declined to 23.3 (2.9 points less), and share dropped to 37.8 (9.2 points less). On a total day basis for August, ad-supported cable's delivery rose almost 1 million homes to roughly 14.1 million, rating grew almost 1 share point to 13.9 rating, and share jumped 1.5 points to 45.8; compared to the four broadcast networks' gross household delivery of almost 12.2 million (1.9 million less than ad-supported cable), 12.1 rating (1.8 points less) and 39.7 share (6.1 points less). Similarly, ad-supported cable's total day viewership during Week #50 increased substantially versus a year ago, delivery grew by 1.5 million homes to almost 14.2 million, rating grew by 1.5 points to 14.0, and share jumped by 2.4 points to 45.7. Contrasting, the four broadcast network affiliates' delivery remained flat at 12.5 million (1.7 million less than ad-supported cable), 12.4 rating (1.6 points less), and 40.4 share (5.3 points less) - Making it the fourteenth consecutive week ad-supported cable's total day audience has surpassed the broadcast affiliates.

- MediaPost Staff Writ