Basic Notches Record Share Advantage

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Last week was a record one for basic cable with the Nielsens, as the medium
scored its highest-ever primetime share and largest lead over broadcast.

Basic cable notched a 54.0 share in primetime during the week of June 3
through 9, according to a Cabletelevision Advertising Bureau analysis of Nielsen
Media Research data.

That compared with 40.3 for the seven broadcast networks during the
37th week of the 2001-02 TV season, giving cable a record
13.7-share-point advantage.

The medium's share grew 16.4 percent from the 46.4 recorded in the comparable
week a year ago, while the seven broadcasters' collective weighted share
declined 17.2 percent from a 48.7 in the same period during the 2000-01 TV
season.

According to the CAB analysis, basic cable registered a 15.5 percent gain in
average primetime ratings to a 29.8 from a 25.8. Broadcast's collective gross
rating fell 17.8 percent to a 22.0 in primetime, down from a
26.8.

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