If it continues its viewership advance, basic cable will surpass broadcast's
total-day share in the fourth quarter, according to the Cabletelevision
The CAB forecast that basic cable's collective total-day share will reach the
44.7 mark during the fourth quarter, besting commercial broadcast's (the seven
networks, independent stations and syndication) combined 44.3 share.
Should the projection come to pass, it would culminate a long climb by basic
cable. Since 1985, when broadcast's share totaled 82.1 and cable's was 9.4, the
difference between the media has decreased 4.3 points annually.
During the fourth quarter of 2001, broadcast's and basic cable's total-day
shares were 46.5 and 42.6, respectively, versus 49.7 and 39.2 during the same
period in 2000.
'Given ad-supported cable's extraordinary viewership growth over the past
year, we fully expect these projections for 2002 to be realized, if not
surpassed,' CAB president and CEO Joe Ostrow said in a prepared