Primetime ratings were down 11%, with broadcast dropping 12% and cable sliding by 11%.
Nathanson notes that while the C3 ratings performance was an improvement from September, they remain “abysmal.”
MTV was one of the few cable networks to show a gain in the month, but parent company Viacom was down 16%.
The worst-performing cable networks all cater to younger audiences: Adult Swim, Nickelodeon and Cartoon.
“Given the challenged ratings trends we have seen, we remain cautious on the TV advertising market’s ability to grow dollars by offsetting these declines with higher CPM inflation,” Nathanson said in his report.
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