Click here to Cable Pockets Viewers Primetime Summer CAB by waterwolltoremilion

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									Cable Pockets Viewers
2007 Primetime Summer Review
Summer Recap

 • Ad-Supported Cable’s Share Is More Than Double
   Broadcasts’ Level.
 • Broadcast Continues To Loss Grasp Of Viewers
   Across the Age Spectrum
 • Ad-Supported Cable Captures P18-34.
 • Sunday Night Is a Strong Night for Cable with
   Viewership Up Considerably.
 • Broadcast Experiences Losses Across Every Night
   Of the Week.
Cable’s Niche Programming Captured 63% Of Total TV
Viewing This Summer Season; More Than Double
Broadcasts Level.

                                                   HH Primetime Share

           Broadcast 7 Gross
                                   28.3




                                                            2X
                                                                                        Ad-Supported Cable

                                                                                     62.5


                                     *Doesn’t add to 100 b/c not all viewing sources are listed.




Source: CAB analysis of Nielsen Galaxy pgm level data. Live+SD.
5/24-8/26/07 v. 5/25-8/27/06. Prime= M-Sa 8-11p & Su 7-11p. All pgms.
Today More Than a 30 Share Point Spread Exists
Between Cable And Broadcast.


                                 HH Primetime Shares By Summer Seasons

                                                                       61.0                   61.9     62.5
                      54.8                     57.0




                      36.9                    36.2                     32.2                   31.3
                                                                                                       28.3




                2003                     2004                     2005                      2006     2007

                                    Ad-Supported Cable                       Broadcast 7 Gross


Note: Doesn’t Add Up to a 100 b/c not all viewing sources are listed.
Source: CAB analysis of Nielsen Galaxy Live+SD . Broadcast Gross=pgm level data. All pgm.
5/24-8/26/07;5/25-8/27/06;5/26-8/28/05;5/27-8/29/04;5/29-8/31/03
In Spite Of Broadcast Airing More Reality/Quiz Type
Of Programming – The Big Four Continued To Erode.

                 Primetime Genres: # of                                             HH Primetime Shares
                ABC/CBS/NBC/Fox Pgms                                                2007 v 2006 Summer
                                2007           2006
                                Summer         Summer       (+/-)                      9.1
                                                                                             8.5
   REALITY/QUIZ/GAME            76             61           +15
   SHOW
                                                                                                      7.6
                                                                        6.6                                 6.7   6.9
   EVENING ANIMATION            20             9            +11                                                         6.6
   AWARD CEREMONIES             6              6            0                 5.7
   DOCUMENTARY                  27             31           -4
   NEWS
   FEATURE FILM                 13             18           -5
   DRAMA                        69             74           -5
   SPORTS                       35             40           -5

   COMEDY                       65             73           -8

   GENERAL VARIETY              11             14           -3

   OTHER                        6              3            +3
                                                                          ABC            CBS            NBC         Fox
                                                                                        2006 Summer 2007 Summer

Source: CAB analysis of Nielsen Galaxy pgm level data. Live+SD.
5/24-8/26/07 v. 5/25-8/27/06. Prime= M-Sa 8-11p & Su 7-11p. All pgms.
With Reality/Quiz Programming Comprising About 25% of
Broadcasts’ Big Four Schedule, Only Three Placed in The
Top 10 Among Households.

                   2007 Summer HH Primetime AA% Regular Program Rank

            RANK           PROGRAM                                         NET   HH AA%

            1              AMERICA’S GOT TALENT                            NBC   7.0

            2              CSI                                             CBS   6.8

            3              SO YOU THINK YOU CAN DANCE - THU                FOX   6.1

            4              SINGING BEE                                     NBC   6.1

            5              TWO AND A HALF MEN                              CBS   6

            6              CSI:NY                                          CBS   5.9

            7              CSI:MIAMI                                       CBS   5.8

            8              NCIS                                            CBS   5.8

            9              60 MINUTES                                      CBS   5.7

            10             WITHOUT A TRACE                                 CBS   5.7



Source: CAB analysis of Nielsen Galaxy pgm level data. Live+SD.
5/24-8/26/07. Prime= M-Sa 8-11p & Su 7-11p. Regular pgm = 4 or more T/C.
Broadcast Tried To Hold On To Its Viewers With
Original Programming But Ratings Continued To
Diminish – Down 12% From Year Ago.


                                      Summer Seasons: HH Primetime Ratings


                     18.9                    19.2
                                                                    16.5                    16.1   14.2




                    2003                   2004                    2005                     2006   2007

                                                      Broadcast 7 Net Gross




Source: CAB analysis of Nielsen Galaxy Live+SD . Broadcast Gross=pgm level data. All pgm.
5/24-8/26/07;5/25-8/27/06;5/26-8/28/05;5/27-8/29/04;5/29-8/31/03
Broadcasts’ Decline Was Driven By Both Young And
Old As They Deserted The Broadcast 7.


                  Absolute Primetime Viewership Change (OOO)                               •P25-49 flee the
                              2007 v. 2006 Summer                                          Broadcast Seven
                                                                                           with viewership
                                                                                           down more than a
                                                       275                                 million v. YAG.
                                                                              235
                                        147                                                •Broadcasts’ loss is
        34
                                                                                           Cable’s gain as Ad-
                                                                                           Supported Cable
       P2-11          P12-17 P18-24 P25-34 P35-49 P50-64
                      -35
                                                                                           captures P18-34.
                            -297            -212                   -221
           -475

                                                            -700
                                                                                    -681

                                                                     -1,009

                            Ad-Supp Cable        Broadcast 7 Net Gross



Source: CAB analysis of Nielsen Galaxy pgm level data. Live+SD.
5/24-8/26/07 v. 5/25-8/27/06. Prime= M-Sa 8-11p & Su 7-11p
A Closer Look: By Gender


                                             Absolute Primetime Viewership Change (OOO)
                                                         2007 v. 2006 Summer

                                                151

      123                                                                                                            124
                                                                       101                  21            136                               134
                                11


      M2-11     M12-17 M18-24 M25-34 M35-49 M50-64                                  F2-11
                                                                                    -90     F12-17       F18-24 F25-34           F35-49 F50-64
                       -98           -66
                -57                                          -104                    -197        -197       -145                 -117


        -277                                          -272
                                                                                                                        -425
                                                                                                                                                  -375
                                                                             -306
                                                                -402
                                                                                                                                     -604

                      Ad-Supp Cable        Broadcast 7 Net Gross
                                                                                                 Ad-Supp Cable   Broadcast 7 Net Gross




Source: CAB analysis of Nielsen Galaxy pgm level data. Live+SD.
5/24-8/26/07 v. 5/25-8/27/06. Prime= M-Sa 8-11p & Su 7-11p
Broadcast Was Hit Hard This Summer Season As
Every Night Of The Week Was Down Significantly.


                               Absolute Primetime P2+ Viewership Change (OOO)
                                             2007 v. 2006 Summer
                                                                                                      2,512


               80                                                 598
                                                                                           171

               Monday            Tuesday         Wednesday        Thursday     Friday     Saturday     Sunday
                                                  -526                        -231
                                   -1,079
                              -1,121
                                                                                 -2,234
                  -2,924
                                                                     -3,394                  -2,383
                                                         -3,903


                                                                                                          -5,585

                                          Ad-Supp Cable            Broadcast 7 Net Gross


Source: CAB analysis of Nielsen Galaxy pgm level data. Live+SD.
5/24-8/26/07 v. 5/25-8/27/06. Prime= M-Sa 8-11p & Su 7-11p
Broadcast Experienced Double Digit Losses Across
The Board.
                                               2007 v. 2006 Summer Percent Change
                                                      P2-11        P12-17    P18-24    P25-34    P35-49    P50-64     P65+
                                                   US AA%         US AA%    US AA%    US AA%    US AA%    US AA%    US AA%
            AD-SUPP CABLE
            MONDAY                                       1%          -2%        3%        3%       -4%        0%       -2%
            TUESDAY                                     -1%          -1%        1%        2%       -4%       -7%       -6%
            WEDNESDAY                                   -4%          -3%       -6%        1%       -3%       -2%       -2%
            THURSDAY                                    -1%          -5%        2%        7%       -1%        0%       -2%
            FRIDAY                                       4%          -2%        5%        4%       -4%       -3%       -5%
            SATURDAY                                    -2%          -2%        0%        4%       -3%        1%       -2%
            SUNDAY                                       4%           5%        7%       10%        3%        3%       0%


            BROADCAST 7
            MONDAY                                     -22%         -18%      -10%      -11%       -8%      -11%       -7%
            TUESDAY                                     -9%          -9%       -9%      -18%       -8%       -2%       9%
            WEDNESDAY                                  -28%         -14%      -10%      -13%      -12%      -12%      -11%
            THURSDAY                                   -21%         -16%       -5%      -16%      -12%       -9%       -6%
            FRIDAY                                     -18%         -19%      -10%      -19%      -11%       -7%       -1%
            SATURDAY                                   -14%         -10%        0%      -18%      -15%      -15%       -8%
            SUNDAY                                     -26%         -24%      -22%      -27%      -23%      -20%      -13%
Source: CAB analysis of Nielsen Galaxy pgm level data. Live+SD.
5/24-8/26/07 v. 5/25-8/27/06. Prime= M-Sa 8-11p & Su 7-11p
Cable Pockets Viewers
2007 Primetime Summer Review

								
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