CAB: Basic Delivers Double-Digit Growth

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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,
2000.

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
million.

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.

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