Basic Gets Double-Digit Ratings Gains

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Basic cable started 2002 with double-digit gains in ratings, delivery and
share during primetime, while broadcast sustained similar erosion over the first
week of the new year.

Ad-supported cable recorded a 10.6 percent rise in household ratings to a
29.2 average from Dec. 31 through Jan. 6, according to a Cabletelevision
Advertising Bureau analysis of Nielsen Media Research data. That compares with a
26.4 average in primetime from the Jan. 1 through 7, 2001, span.

The medium's share grew 16.7 percent during the first week of the year to a
48.2 share, up from 41.3 in the corresponding week the year before. Delivery
jumped 14.1 percent to almost 30.8 million households versus 26.9 million in the
prior-year period.

Broadcast, meanwhile, registered shortfalls coming out of the gate in 2002.
The seven networks' weighted gross average for the first week of 2002 declined
18.6 percent to a 28.6 from a 35.2 the year before, according to the CAB
analysis.

The decrease resulted in a 14.6 percent drop in share to 47.3 from 55.4,
while delivery receded 16 percent to 30.2 million households.

All of the broadcast networks -- save for United Paramount Network -- lost
ground last week.

ABC took the biggest hits, losing 24.1 percent of its ratings to an 8.2
average. The 'Alphabet Network' also suffered a 20.8 drop in share to a 13.7,
while its household delivery slipped 21.4 percent to 8.65 million
households.

Conversely, UPN managed a 4.5 percent gain in ratings to a 2.3 average last
week from a 2.2 in the first week of 2001. The weblet's share improved 8.8
percent to a 3.7, while delivery grew 4.1 percent to 2.38 million
households.

For its part, Pax TV's ratings and share were flat at a 1.0 and 1.6,
respectively. Pax's delivery, however, decreased 2.3 percent to 1.01 million
households from 1.04 million, according to the CAB.

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