Basic Continues to Batter B'cast - Multichannel

Basic Continues to Batter B'cast

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Basic cable grabbed a 53.2 share last week, marking the
third consecutive period the medium topped that mark.

According to a Cabletelevision Advertising Bureau analysis of Nielsen Media
Research data, basic cable scored a 53.2 share of primetime viewing from March
31 through April 6.

That was up 11.1 percent from the corresponding week in 2002.

By way of contrast, the seven broadcast networks saw their weighted gross
share decline 7.5 percent to a 43.4.

On a ratings basis, basic cable posted a 14.2 percent gain to a 32.9 average
in primetime, while the broadcast networks sustained a 4.5 percent drop to a
26.9 weighted gross rating last week, according to the CAB
analysis.

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