Cable Keeps Streaking
Basic cable extended its 50-share streak to 12 weeks and its edge over the
seven broadcast networks to a baker's dozen last week.
The medium's share climbed 6.8 percent to a 53.1 in primetime Aug. 5 through
11 from a 49.7 in the corresponding week in 2001, according to a Cabletelevision
Advertising Bureau analysis of Nielsen Media Research data.
That marked the 12th consecutive week basic cable has surpassed
the 50-share level and the 13th period in which it has beaten the
seven broadcast networks' combined primetime audience.
Basic cable scored a 5.5 percent rise in collective primetime household
rating last week to a 28.7 from a 27.2, while delivery expanded 9.2 percent to
30.3 million households from nearly 27.8 million the year before.
According to the CAB, the seven broadcast networks last week posted a
weighted gross household rating decline of 8.9 percent to a 20.0 The networks'
share dropped 7.9 percent to a 37.1, while their delivery slipped 6 percent to
21.1 million households during the period.
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