2010 Quick Summer Snapshot

Ad-Supported Cable is off to a great start this summer season, generating a 64 household primetime share during the first six weeks – capturing more than half of total TV viewership. Additionally, Broadcast 7 is garnering a 30.6 share – up 3% from year ago. Out of all the viewing sources, PBS’s is experiencing a significant growth this summer season - up 29% from year ago.

2010 Summer: HH Primetime Share Levels

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Source: CAB analysis of Nielsen Live+SD timeperiod. 5/31-7/11/10.

Cable’s original programming continues to propel Ad-Supported Cable to new heights as a 33 share gap persists with the Broadcast 7 among households. And among advertisers most coveted target, a 28 share gap exists today. With Cable’s continuous investment into its programming ($23 billion this year), it will continue to set the standard for quality.

HH Primetime Share Levels By Season

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A18-49 Primetime Share Levels By Season

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Source: CAB analysis of Nielsen Live+SD timeperiod. 5/31-7/11/10 v prior years.

How is Broadcast faring this summer season? Three of the seven nets are down v. year ago. ABC (19%) and ION (60%) are the lone gainers – offsetting other networks declines – driving Broadcasts’ overall slight gain to date.

HH Primetime Ratings By Network

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Source: CAB analysis of Nielsen Live+SD timeperiod. 5/31-7/11/10.


Broadcasts’ mass reach is not generating the high ratings it once did. To date this summer season, 87% of Broadcasts’ Big 4 Primetime regular programming is earning below a 2.0 rating among Adults 18-49. In fact, if compare the number of programs in the lowest rating classification ten years ago – only 33% of Broadcasts’ schedule was garnering below a 2.0 v. 87% today. Additionally, almost half of Broadcasts’ summer schedule consists of return programming of which 60% is down v. year ago. With majority of Broadcasts’ programming down to date, it appears this downward trend will continue to unfold as the summer season progresses.

Broadcasts’ Big Four Program Classifications (Regular Pgm)

A18-49 Rating Classification # of Programs 5/29-7/16/00

% of Total # of programs 5/31-7/11/10 % of Total
5+ 11 12% 0 0%
3-4 51 55% 11 13%
1-2 31 33% 75 87%
Total 93 100% 86 100%

Source: CAB analysis of Nielsen Live+SD timeperiod. 5/31-7/11/10. Regular=2or more t/c.

Returning Regularly Scheduled Primetime Programs
On Broadcasts’ Big 4:

2010 Summer # of Returning Pgms

Percent of Total

Up v. YAG 8 19%
Flat v. YAG 9 21%
Down v. YAG 25 60%
Total 42 100%

Source: CAB analysis of Nielsen Live+SD timeperiod. 5/31-7/11/10. Regular=2or more t/c.

With the push to reality programming in the past several years, what type of programming is dominating Broadcasts’ summer schedule? Even though reality constitutes more than a quarter of Broadcasts’ schedule, General Documentary (such as CSI and Law and Order) comprise majority at 36%. Situation Comedy follows closely at 20%. One notable trend is Broadcasts’ move away from feature films in the past decade to more Reality and General Documentary type programming. In fact, reality type programming constitutes Broadcasts’ Top 10 to date.

Regularly Scheduled Broadcast Program
Classifications For Big 4:

# of Programs ‘OO

Percent of Total

# of Programs ‘10

Percent of Total

Reality 16 17% 22 26%
Situation Comedy 23 25% 17 20%
Documentary News 15 16% 9 10%
Evening Animation 7 8% 5 6%
Feature Film 8 9% 1 1%
General Documentary 21 23% 31 36%
Office/Police 2 2% 1 1%
TOTAL 92 100% 86 100%

Source: CAB analysis of Nielsen Live+SD timeperiod. 5/31-7/11/10 v. 5/29-7/16/00. Regular=2 or more t/c

Broadcasts’ 2010 Summer A18-49 Primetime Rank: Regularly
Scheduled Programming

RANK PROGRAM NET A18-49 AA%
1 Glee FOX 4.3
2 America’s Got Talent-Tues NBC 3.4
3 America’s Got Talent-Wed NBC 3.3
4 Hell’s Kitchen – Tue FOX 3.0
5 Wipeout-Tue ABC 3.0
6 Hell’s Kitchen FOX 2.9
7 The Bachelorette ABC 2.8
8 Wipeout-Thu ABC 2.6
9 So You Think You Can Dance-Wed FOX 2.6
10 So You Think You Can Dance-Thu FOX 2.6

Source: CAB analysis of Nielsen Live+SD timeperiod. 5/31-7/11/10. Regular=2 or more t/c


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