CAB: Double-Digit Gains for Cable


Basic cable has registered double-digit gains in primetime viewership across
an array of demographic groups during the 2000-01 television season to date,
according to a Cabletelevision Advertising Bureau analysis of Nielsen Media
Research data.

The CAB analysis showed that the medium's primetime delivery, ratings and
share were up significantly with all age groups ranging from two to the 50-plus
set for the period spanning Oct. 2, 2000, through July 15.

The bureau's research indicated that the largest growth in primetime ratings
came among adults 25 through 34, with cable scoring a 17 percent advance to a
13.3 average from an 11.4 over the similar span in the 1999-2000 TV season.

Basic's highest percentage increase in primetime delivery was with viewers 18
through 34, rising 16 percent to 2.2 million from 1.89 million.

Among persons two-plus, basic cable notched a 10 percent jump in ratings to a
13.7 and an 11 percent improvement in delivery to 13.3 million