Basic cable started 2002 with double-digit gains in ratings, delivery and
share during primetime, while broadcast sustained similar erosion over the first
week of the new year.
Ad-supported cable recorded a 10.6 percent rise in household ratings to a
29.2 average from Dec. 31 through Jan. 6, according to a Cabletelevision
Advertising Bureau analysis of Nielsen Media Research data. That compares with a
26.4 average in primetime from the Jan. 1 through 7, 2001, span.
The medium's share grew 16.7 percent during the first week of the year to a
48.2 share, up from 41.3 in the corresponding week the year before. Delivery
jumped 14.1 percent to almost 30.8 million households versus 26.9 million in the
Broadcast, meanwhile, registered shortfalls coming out of the gate in 2002.
The seven networks' weighted gross average for the first week of 2002 declined
18.6 percent to a 28.6 from a 35.2 the year before, according to the CAB
The decrease resulted in a 14.6 percent drop in share to 47.3 from 55.4,
while delivery receded 16 percent to 30.2 million households.
All of the broadcast networks -- save for United Paramount Network -- lost
ground last week.
ABC took the biggest hits, losing 24.1 percent of its ratings to an 8.2
average. The 'Alphabet Network' also suffered a 20.8 drop in share to a 13.7,
while its household delivery slipped 21.4 percent to 8.65 million
Conversely, UPN managed a 4.5 percent gain in ratings to a 2.3 average last
week from a 2.2 in the first week of 2001. The weblet's share improved 8.8
percent to a 3.7, while delivery grew 4.1 percent to 2.38 million
For its part, Pax TV's ratings and share were flat at a 1.0 and 1.6,
respectively. Pax's delivery, however, decreased 2.3 percent to 1.01 million
households from 1.04 million, according to the CAB.
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