Broadcast Losing Ground, Cable Gains

Broadcast ratings erosion continues to tug at the big networks -- down double-digit percentages, while cable networks are up slightly -- through roughly three-quarters of the 2010-2011 TV season.

Fox is again the leader among the big four broadcast networks in the key 18-49 audience -- making a rapid improvement from its disastrous start in the fall, when it was down double-digit percentages versus a year ago. Fox is averaging around 4.6 million adult 18-49 viewers, now down 6%; CBS is at 3.9 million, off 10%; ABC is at 3.202 also, losing 10%; and NBC is right behind ABC at 3.198, off 17%. Overall, the picture isn't a winning one for the broadcast networks. Season-to-date, the big four networks are down 11% in 18-49 viewers (to 13.5 million) and off 16% in the first quarter 2011 (to 13.4 million). Meanwhile, ad-supported cable is up 3% to a collective 18.5 rating among 18-49 viewers during the period. A year ago -- for the season -- ad-supported cable was down 1% at a 17.7 combined 18-49 viewer rating versus 2009 for the season.