Initiative Explains Cable's Sweeps Gains
By Multi Channel News Staff -- Multichannel News, 11/22/2002 10:00:00 AM
Interpublic Group of Cos.' Initiative Media North America said Friday in its analysis of Nielsen Media Research's November sweeps ratings data through mid-November that the basic-cable networks have outscored the broadcast networks on nine nights, versus seven a year ago and two in 2000.
One each of those nine nights, cable attained a 50 percent primetime household share or better, IM said.
Besides typically winning Friday and Saturday nights, basic cable also "managed to split the viewing audience on one Tuesday night and on multiple Sunday nights," the media-buying shop reported, adding, "This is a remarkable achievement, since Sunday is usually regarded as one of the biggest programming nights for broadcast television."
How is cable luring viewers from broadcast? "For adults 18 through 49, the answer is simple: with sports and movies," IM said.
Looking at the primetime top 10 cable networks in adults 18 through 49 so far this month, IM pointed out that Discovery Channel, The Learning Channel, MTV: Music Television and Lifetime Television offer the most original programming by far, while USA Network, TBS Superstation, Sci Fi Channel and TNN: The National Network offer the least.
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