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Cable Broadens Ratings Gap During November ’08 Sweeps Period

Cable Broadens Ratings Gap During November ’08 Sweeps Period. An Analysis of Primetime Sweeps. Was Broadcast Able To Recapture Its Audience During One Of Its Strongest Programming Months?. During Sweeps Cable’s Top Notch Programming Continued To Propel Ratings; Creating The Largest Gap To Date.

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Cable Broadens Ratings Gap During November ’08 Sweeps Period

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  1. Cable Broadens Ratings Gap During November ’08 Sweeps Period An Analysis of Primetime Sweeps

  2. Was Broadcast Able To Recapture Its Audience During One Of Its Strongest Programming Months?

  3. During Sweeps Cable’s Top Notch Programming Continued To Propel Ratings; Creating The Largest Gap To Date NOVEMBER SWEEPS: HH PRIMETIME AA% 9.7 HH Rating Gap Exits Source: CAB analysis of Nielsen Galaxy Live+7 AA%. Prime= M-Sa8-11p & Su 7-11p.

  4. Among A18-49, Gap More Than Doubled NOVEMBER SWEEPS: A18-49 PRIMETIME AA% Big Cross-Over Source: CAB analysis of Nielsen Galaxy Live+7 AA%. Prime= M-Sa8-11p & Su 7-11p.

  5. November 2008 Sweeps: Broadcasts’ Loss Was Cable’s Gain… % Change Nov ‘07 Sweeps Nov ’08 Sweeps HH PRIMETIME AA% BROADCAST 7 AFFILS 28.8 26.9 -7% AD-SUPP CABLE 34.3 36.6 +7% A18-49 PRIMETIME AA% BROADCAST 7 AFFILS 15.5 14.0 -10% AD-SUPP CABLE 17.2 18.5 +8% Source: CAB analysis of Nielsen Galaxy Live+7 AA%. Prime= M-Sa8-11p & Su 7-11p.

  6. Follow The Viewers: Cable Has Maintained Its Hold On Advertiser’s Key Target – A18-49 NOVEMBER SWEEPS: A18-49 PRIMETIME (OOO) (In Millions) Source: CAB analysis of Nielsen Galaxy Live+7 Impressions. Prime= M-Sa8-11p & Su 7-11p.

  7. With Broadcast Down More Than 1.7 Million Viewers, Which Network Drove The Vast Decline?

  8. ABC Fueled Broadcasts’ Decline - Down More Than Double Other Major Nets NOVEMBER ’08 v. ’07 SWEEPS Absolute Change (OOO) In A18-49 Primetime Viewership Collectively Down 1.7 Million Viewers Source: CAB analysis of Nielsen Galaxy Live+7 Impressions. Prime= M-Sa8-11p & Su 7-11p.

  9. Broadcasts’ Viewership Declined Drastically In Five Out Of The Total Seven Nights – With Steepest Declines On Tuesday and Sunday Evenings NOVEMBER ’08 v. ’07 SWEEPS: Broadcasts’ Absolute (OOO) Change In Primetime Source: CAB analysis of Nielsen Galaxy Live+7 Impressions. Prime= M-Sa8-11p & Su 7-11p.

  10. On The Contrary, Ad-Supported Cable Continued To Experience Healthy Gains NOVEMBER ’08 v. ’07 SWEEPS Ad-Supported Cable’s Absolute (OOO) Change In Primetime Source: CAB analysis of Nielsen Galaxy Live+7 Impressions. Prime= M-Sa8-11p & Su 7-11p.

  11. Did Viewers of All Ages Flee?

  12. Broadcasts’ Loss Was Across The Board, Especially Among P35-49 NOVEMBER ’08 v. ’07 SWEEPS Absolute Change (OOO) In Primetime Viewership Source: CAB analysis of Nielsen Galaxy Live+7 Impressions. Prime= M-Sa8-11p & Su 7-11p.

  13. A Closer Look At Gender: Every Single Demo Is Down Across The Broadcast 7 NOVEMBER ’08 v. ’07 SWEEPS Absolute (OOO) Change During Primetime Source: CAB analysis of Nielsen Galaxy Live+7 Impressions. Prime= M-Sa8-11p & Su 7-11p.

  14. With The Erosion Of Broadcast Ratings, Just How Low Did Broadcast Seven Perform During One Of Their Strongest Programming Months?

  15. 74% Of Broadcasts’ Primetime Programming Garnered Below a 3.0 A18-49 Rating A18-49 Broadcast 7 Program Classification November 2008 Sweeps Source: CAB analysis of Nielsen Galaxy Live+7 AA%. Prime= M-Sa8-11p & Su 7-11p. All Programming. 10/30-11/26/08.

  16. Why Cable? Ad-Supported Cable ratings continue to expand year after year, sweeps after sweeps while Broadcasts’ contract, creating the largest ratings spreads to date. Ad-Supported Cable’s niche original programming continues to shatter Broadcast – capturing viewers of all ages with its array of programming choice. Broadcast ratings do not garner the high ratings they once did as 74% of them earned below a 3.0 among A18-49.

  17. Cable Broadens Ratings Gap During November ’08 Sweeps Period An Analysis of Primetime Sweeps

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