Cable Drives 55 in Record Primetime

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Reaching a new peak, basic cable posted its highest-ever share of primetime
viewing -- 55.4 points -- last week.

The Cabletelevision Advertising Bureau reported that the industry’s
performance from June 30-July 6 marked the 22nd consecutive summer week that
cable has scored a 50-plus primetime share.

Ad-supported cable’s household share for the period outpaced the seven
broadcast networks by 19.8 points, which was also a record, according to a CAB
analysis of Nielsen Media Research data.

It was a rout for cable all the way, as the medium outdistanced the seven
broadcasters by 10.9 million homes and 10.2 rating points.

Cable’s delivery increased by 1.7 million homes -- a 5.9% gain compared with
the same period last year. Cable was also up 1.2 rating points, or 4.4%. On the
share side, it gained 1.8 points, a 3.4% hike.

In contrast, the seven broadcast networks were down 650,000 homes, a 3.2%
decline, versus a year ago. They also lost 0.8 of a rating point, a 4.3% drop,
and were off 2 share points, a 5.3% decrease.

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