Broadcast's Audience Declines
- by August 16, 2000
According to Cabletelevision Advertising Bureau analysis of Nielsen data, ad-supported cable's primetime viewership in Week #47 (August 7 - 13, 2000) rose to record levels for this seven-day period. Their average U.S. household delivery rose to 25.5 million, rating climbed to 25.3, and share increased to 46.2.
The aggregate primetime delivery of the seven (ABC/CBS/NBC/FOX/WB/UPN/PAX) broadcast networks, on the other hand, fell to 24.4 million homes, rating slipped to 24.2, and share dropped to 44.
This marks the third time this summer that ad-supported cable surpassed all seven broadcast networks during primetime.
Similarly, ad-supported cable's total day audience in Week #47 grew to record levels while broadcast viewership continued to nose-dive. Cable's average total day U.S. delivery increased to 14.2 million homes, rating rose to 14.1, and share jumped to 45.9.
In contrast, the broadcast affiliates (ABC/CBS/NBC/FOX) continued their total day audience slide, making it the eleventh consecutive week their total day audience has been surpassed by ad-supported cable. Their delivery fell to 12.2 million homes; rating dropped to 12.1, and share plummeted to 39.4.
Also, national spot cable advertising revenues for the first six months of 2000 were up 45% over the same period last year, the CAB reports.
High-growth categories for national spot cable in the first half of '00 included automotive, telecommunications, retail (home improvement, department, furniture and discount stores) and media/entertainment.
As Andrew Ward, EVP-Director Of Sales, National Cable Communications and a member of CAB's Committee On National Spot Advertising (CONSA) said, "New economy (e.g., dot.com) advertisers are declining in quantity, but those that remain are spending at increased levels. We also anticipate more political activity during the second half of the year, as well as healthy growth from the other categories."
- Anya Khait
