Basic Continues Roll vs. Broadcast


Basic cable ran its winning streak to nine last week, again outperforming the
broadcast networks in key viewership measurements.

The medium averaged a 28.8 household rating in primetime during the
32nd week of the TV season from April 28 through May 4, a 6.3 percent
gain from the 27.1 it recorded April 29 through May 5, 2002, according to a
Cabletelevision Advertising Bureau analysis of Nielsen Media Research data.

That compared with a 6.8 percent drop for the seven broadcast networks last
week to a 28.1 average on a weighted gross basis, versus a 30.2 in the
prior-year period.

Relative to share, basic cable improved 6 percent to a 47.9, while the
broadcasters collectively declined 7.2 percent to a 46.7.

In terms of delivery, basic cable grew 7.4 percent to 30.7 million
households. The broadcasters, meanwhile, sustained a 5.7 percent decline to just
over 30 million homes.