Cable Captures 55% Of Total TV Viewing In The First Three Weeks of New Season

The new season has begun and Ad-Supported Cable is capturing 55% of total TV viewing among Households - generating an 18 point spread with the Broadcast 6. Broadcast is reaching record low levels; down 6% v. year ago. Broadcasts’ decline is driven by five out of the total six nets with CW (-24%), ION (-17%) and NBC (-10%) posting greatest declines. In fact, Fox is the lone gainer – up only 5% from a year ago.   

Among Adults 18-49, a 16 share point cable advantage persists – propelling Broadcast to a new low at 30. Broadcast continues to lose ground with advertisers’ main target demo as practically all nets are down v. YAG – with five nets posting double digit losses.  

 

First Three Weeks Of 11/12 Primetime Season: Shares
  HH Shares A18-49 Shares
Ad-Supported Cable 55.3 46.1
Broadcast 6 Affils 37.3 30.0
  _________________________
Share Spread 18.0 16.1

Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod shares; Primetime; 9/19-10/9/11.

 

First Three Weeks Of 11/12 Primetime Season: % Diff v. YAG
  HH Shares
% Diff
v. YAG
A18-49 Shares
% Diff
v. YAG
Broadcast 6 Affils -6% -11%
NBC -10% -12%
ION -17% -13%
FOX +5% +2%
CW -24% -35%
CBS -6% -9%
ABC -6% -14%

Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod shares; Primetime; 9/19-10/9/11 v. 9/20-10/10/10.

Among Key Advertiser Demos, Broadcast Ratings Propel To New Lows

Among Adults 18-49, the lackluster of Broadcasts’ new programming is driving ratings to record low levels. In fact, among key advertiser targets (A18-49, A18-34, A25-54), Broadcast is down in the first three weeks of the new season. Conversely, Cable’s ratings are up as viewers continue to watch Ad-Supported Cable’s original programming.

P18-49 Primetime Ratings By Year: First Three Weeks

                                  Broadcast 6 Affils                 Ad-Supp Cable

                                  Live+SD AA%                      Live+SD AA%


9/19-10/9/11                11.1                                         17.0
9/20-10/10/10              11.5                                         16.4
9/21-10/11/09              11.8                                         17.0
9/22-10/12/08              12.5                                         17.8
9/24-10/14/07              13.9                                         15.8

Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod; Primetime.

 Primetime Ratings % Change v. YAG: First Three Weeks

                                   Broadcast 6 Affils                 Ad-Supp Cable

                                   % Diff                                                % Diff

A18-49                        -3%                                                +3%
A18-34                        -6%                                                +4%
A25-54                        -2%                                                +3%

Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod AA%; Primetime; 9/19-10/9/11 v. 9/20-10/10/10.

During the first three weeks of new season, Broadcast is struggling with Persons 18-24, which is down 10% - mainly due to the loss of Men 18-24 (-14%). To date, the only demos to experience any growth v. year ago are P2-11 (+2%); P12-17 (+1%); and P65+ (+3%), representing both ends of the age spectrum. The Broadcast demos in the middle of the age gamut continue to tune out in droves, as Persons 25-34 are down 4%, thanks mainly due to the loss of F25-34 (-7%).

Broadcasts’ loss is Cable's gain as Cable is up across the board, except with P2-11 which is down 9%. 

Primetime Ratings % Change By Demo: First Three Weeks of 11/12

 

Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod AA%; Primetime; 9/19-10/9/11 v. 9/20-10/10/10.

    Primetime Ratings % Change By Gender: First Three Weeks of 11/12

 

F2-11

F12-17

F18-24

F25-34

F35-49

F50-64

F65+

AD-SUPP CABLE

-11%

12%

5%

5%

4%

1%

3%

BDCST 6 AFFILS

0%

4%

-7%

-7%

0%

-1%

4%

               
 

M2-11

M12-17

M18-24

M25-34

M35-49

M50-64

M65+

AD-SUPP CABLE

-6%

-5%

4%

1%

4%

3%

2%

BDCST 6 AFFILS

4%

-2%

-14%

0%

-1%

-3%

1%

Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod AA%; Primetime; 9/19-10/9/11 v. 9/20-10/10/10.


Programming Performance

With Broadcast premiering their slate of new programs, how are the shows performing?  To date, 79% of Broadcasts’ Big 4 networks are delivering ratings below a 3.0 among Adults 18-49. To further quantify, 62% of Broadcasts’ Big 4 programming lineup is comprised of return programs which are mainly down v. year ago. In actuality, 58% of the return programs are down v. same period a year ago. 

Broadcast Big 4 Rating Classifications: Primetime

P18-49 AA% Classifications

# of Broadcast 4 Pgms

% of Total

10+

0

0%

7-9

3

2%

4-6

23

19%

0-3

97

79%

TOTAL

123

100%

Source: CAB analysis of Nielsen Galaxy Live+SD timeperiod AA%; Primetime; 9/19-10/9/11; all programming.

New v. Return Primetime Programs: Broadcast Big 4

 

# of Programs

% of Total

New Programs

33

38%

Return Programs

53

62%

Total Programs

86

100%

Source: CAB analysis of Nielsen Galaxy; Primetime; 9/19-10/9/11; Regular Prgm.

Number of Return Primetime Programs Per Category: Broadcast Big 4

A18-49
AA%

Broadcast
4 Nets

% of Total

Up v. YAG

21

40%

Flat v. YAG

1

2%

Down v. YAG

31

58%

TOTAL

53

100%

Source: CAB analysis of Nielsen Galaxy; Primetime; 9/19-10/9/11; Regular Prgm.

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