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Cable’s Strong Hold On Summer Viewers

Cable’s Strong Hold On Summer Viewers. 2008 Primetime Summer Review. Gap More Than Tripled. Gap More Than Doubled. The 2008 Summer Season Proves Strong For Ad-Supported Cable. Primetime Gross Ratings. Households. P18-49. Summer 2003. Summer 2008. Summer 2003. Summer 2008.

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Cable’s Strong Hold On Summer Viewers

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  1. Cable’s Strong Hold On Summer Viewers 2008 Primetime Summer Review

  2. Gap More Than Tripled Gap More Than Doubled The 2008 Summer Season Proves Strong For Ad-Supported Cable Primetime Gross Ratings Households P18-49 Summer 2003 Summer 2008 Summer 2003 Summer 2008 Ad-Supp Cable 29.8 33.8 14.1 16.1 Broadcast 7 Affils 23.1 19.2 12.1 9.2 Ratings Gap 6.7 14.6 2.0 6.9

  3. In Spite Of Summer Olympics on Broadcast TV This Year…A Large Ratings Spread Persists HH Primetime Gross Rating Trend By Summer Season

  4. NBC’s Airing Of The Summer Olympics Offset Continued Broad Broadcast Declines HH Primetime Ratings By Network

  5. Specials Made Up 61% Of Broadcasts’ 2008 Summer Program Schedule Broadcasts’ Big 4 2008 Summer Primetime Program Breakdown: +1.1 +1.3 +4.1 +3.4 Olympics Classified As Specials

  6. Olympics Boost Broadcast 08 Summer Ratings by 20% - How Do They Look Without the Olympics? Summer 08 (All Programming) Summer 08 (w/o Olympics) Big 4 Primetime A18-49 Avg Rtg 2.1 1.7 Big 4 Primetime A18-49 Gross Rtg 8.5 7.1

  7. Does Broadcasts’ Strategy of Telecasting Reality Programming During The Summer Still Work?

  8. More Reality Programming on Broadcast: Now Comprised 31% Of Broadcasts’ Big 4 Schedule Broadcasts’ Big 4 Primetime Reality Programming : +1.1 +1.3 In Spite Of More Reality Programming Telecast This Season, Average A18-49 Rating Still Fell 17% v. YAG

  9. 16% Of The Reality Programming Telecast Were Returning Shows 93% of Returning Reality Programs Were Down or Flat This Summer Season Returning Reality Primetime Programs on Broadcasts’ Big 4 +1.1 +1.3

  10. In All, 19% of Broadcasts’ Big Four Were Returning Programs Broadcasts’ Big 4 Primetime Returning Shows : +1.3 +4.1 73% of Returning Shows Continued To Experience A Decline

  11. What Were Broadcasts’ Top Programs?

  12. Summer Olympics Dominated Broadcasts’ Top 10 Broadcasts’ 2008 Summer A18-49 Primetime Rank

  13. Without The Olympics, Few Regular Hits…Top 10 Rank Broadcasts’ 2008 Summer A18-49 Primetime Rank (minus Olympics)

  14. Which Viewers Drove Broadcasts’ Viewership Gain?

  15. Broadcasts’ Gain Was Fueled By An Influx Of P50+ Absolute Primetime Viewership Change Summer 2008 v. 2007

  16. In fact, Broadcasts’ Audience Continues To Grow Older – With Median Age Around 50 Median Age By Network - Primetime +1.1 +1.3 +4.1 +3.4 +8.2

  17. In Addition To Olympics, What Else Were Consumers Watching?

  18. Across The Board, Viewers Spent Most of TheirTime With Cable Average Weekly Viewing (Hrs:Min)Summer 2008: Primetime 3.2 Hours More Cable

  19. With HHs Watching Cable 7.4 Hours A Week In Primetime, What Programs Drove Viewership?

  20. Cable’s 1400+ Original Programs A Week

  21. Cable’s Strong Hold On Summer Viewers 2008 Primetime Summer Review

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