Broadcast Gains Over Ad-Supported Cable

TVB TOUTS CABLE EROSION, FINDS BROADCAST GAINED OVER AD-SUPPORTED CABLE
[SOURCE: Media Daily News, AUTHOR: Wayne Friedman]
Broadcast TV prime-time programming made audience gains this past season over ad-supported cable TV, said the Television Bureau of Advertising (TVB). The TVB said broadcast inched up to a combined Nielsen Media Research 35.75 prime-time household rating over last season's 34.78 number. This was nearly a 9 percent advantage over ad-supported cable's 32.87 cumulative rating. These numbers are based on Nielsen's live-plus-same-day DVR viewing. The TVB looked at 60 plus cable networks for its research. In addition, in the key adult 18-49 demographic, broadcast TV moved up to a 20.36 combined rating, improving from 19.50 the year before. Broadcast TV still has a 31.7 percent rating advantage in this demo over ad-supported cable TV. Broadcast does even better with older demos. It delivered an aggregate 22.85 prime-time adult 25-54 rating, improving on last season's 21.89. The new number now beats ad-supported cable's 16.71 rating by 36.7 percent. The TVB says the top 235 programs among household viewers, the top 217 shows among adult 25-54 viewers, and top 187 programs among adult 18-49 viewers are broadcast shows.
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