CAB: Basic Delivers Double-Digit Growth


Basic cable continued its hot streak, racking up its fourth consecutive week
of double-digit Nielsen gains in primetime, according to the Cabletelevision
Advertising Bureau.

During the week of Oct. 15 through 21, basic cable registered a 17.3 percent
rise in average household rating to a 27.8 versus a 23.7 Oct. 16 through 22,

The CAB's analysis of Nielsen Media Research data also indicated that cable's
household share expanded to a 44.9 last week from a 38.4 the prior year, while
delivery jumped 21.4 percent to nearly 29.4 million households from 24.2

By way of contrast, the seven broadcast networks' weighted primetime average
declined 2.6 percent to a 35.6 from a 36.5, according to the CAB. That
translated into the loss of 2.1 share points (3.5 percent) to a 57.8.

The broadcast networks' delivery edged up 0.6 percent to 37.5 million
households from 37.3 million.