Basic cable's double-digit gains in primetime viewing this TV season are
being flanked by even stronger advances in the access and late-night dayparts,
according to a Cabletelevision Advertising Bureau analysis of Nielsen Media
During the first seven weeks of the 2001-02 TV season, basic cable registered
a 15 percent increase with persons aged two-plus during the access period --
Monday through Friday, 4 p.m. to 8 p.m. -- to an average of 26.4 million
viewers, according to the CAB analysis.
From Sept. 24 through Oct. 11, the medium scored a 17 percent gain with the
same group in late night (weeknights from 11 p.m. to 1 a.m.) to an average of
22.1 million viewers.
Those totals compare with basic cable's 14 percent jump in primetime to an
average of 39.1 million viewers over the seven-week span.
Women have been responsible for much of the uptick during access, with the
18-through-24, 25-through-34 and 35-through-49 segments up 27 percent, 24
percent and 23 percent, respectively.
In late night, women 25 through 34, 50 through 54 and 55 through 64 have
evinced the most growth, posting respective advances of 28 percent, 35 percent
and 28 percent.
As for men, 50-through-54-year-olds represented the highest percentage gains
in access (38 percent), primetime (27 percent) and late-night (31 percent).
'Ad-supported cable is clearly retaining its growing audience across critical
dayparts because of the exceptional programming choice and quality it offers in
all time periods,' CAB president and CEO Joe Ostrow said in a prepared