Basic Cable Grabs 10-Point Share Edge

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During the second week of the summer television season, basic cable nabbed
an almost 10-point share advantage over the seven broadcast networks.

Basic cable registered a 52.3 share May 27 through June 2, according to
an analysis of Nielsen Media Research data by the Cabletelevision Advertising Bureau.

That performance represented a 9.2 percent increase from the 47.9 share
recorded during the same week (No. 36) of the 2000-01 TV season.

On a household basis, the medium posted a 29.5 rating for the week, up 9.2
percent from the 27.1 recorded the year before.

As for the seven broadcasters, their weighted gross household share declined 2.3 percent
to a 42.6 from a 43.6 last year.

The broadcasters -- all of which sustained declines in the week, save for NBC
-- were down 2.7 percent in household ratings, to a 23.8 from a 24.5.

'The continual and escalating growth of cable's high-quality audiences raises
the question of how much longer media decision-makers are going to accept
growing broadcast underdelivery and the resulting decline in the value of their
broadcast buys,' CAB president and CEO Joe Ostrow said in a prepared
statement.

'Getting make-goods does not cause a media plan to
deliver the values and timing originally anticipated,' he added.

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