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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
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
A18-49
Primetime Share Levels By Season
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
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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