Ad-Supported Cable Dips, Broadcast Rises

Ad-supported cable networks didn't have a particular good summer -- hurt by the Summer Olympics on NBC Television Network. But surveying all of last season, cable and broadcast had positive results. The top 10 cable networks were down 5% to an average 5.9 18-49 rating. All ad-supported cable lost 5% to an average 17.7 18-49 rating, according to third quarter 2012 Turner Broadcasting research analysis. Overall viewership fared a bit better -- but it was still down versus a year ago -- off 1% for the top 10 cable networks to a 6 rating among all those viewers 2 years old+, and down 3% for all of ad-support cable to a 19.2 rating for persons 2+. By way of comparison, the four broadcast networks were up 8% to an average 7 rating among 18-49 viewers, and 6% among all viewers to a 8.2 rating. NBC was a major contributor to this, given the Summer Olympics, with a 79% rise in 18-49 ratings and a 73% hike in overall viewers.