Broadcast TV Networks' Reach For Viewers 18+ Now Under 50%: Analyst
- by Wayne Friedman , September 25, 2024
Key reach metrics for the largest broadcast networks are now well below 50%, says MoffettNathanson Research -- down from their levels of 70% to 75% ten years ago -- with cable TV networks now under 30%.
ABC, CBS, and NBC broadcast networks are estimated at a projected reach for persons …
Wayne, Though you didn't explicitly state it, your headline suggests that broadcast TV networks as a group only reached half of all TV home adulrts per quarter this year when in reality the figures cited are for individual networks, not their combined reach.
Of course there have been significant losses in viewing frequency and reach---though less so in the latter case. However, if we cumed the stats for the four broadcast TV networks, their current collective reach is probably on the order of 75% or, perhaps a tad higher. A similar comparison for 2014 would probably have shown a 95% reach. So viewed with that perspective, the loss in reach---providing an advertiser spread out its buys across all of the networks---would not be as great as the average ratings imply.