Cable Sweeps Up Ratings, Share Gains

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Basic cable continues to make strides in primetime, notching significant
gains in ratings and shares against the broadcast networks during the second
full week of the November sweep.

According to a Cabletelevision Advertising Bureau analysis of Nielsen Media
Research data, basic cable averaged a 26.9 household rating Nov. 12 through 18,
up 5.5 percent from the 25.5 the medium averaged in the corresponding week a
year ago (Nov. 13 through 19, 2000).

For their part, the seven broadcast networks' weighted total in primetime
last week declined 10.2 percent to a 33.0 from a 36.7 last year.

Cable's ratings rise last week translated into an 8.5 percent gain in
household share to 43.4 versus a 40.0 in the prior-year span, according to the
CAB.

The seven networks' share dropped 7.8 percent to a 53.3 from a 57.8 share in
the corresponding period during the November 2000 sweeps.

Save for United Paramount Network (ahead 3.8 to a 2.7 rating), Pax TV (up
11.1 percent to a 1.0 average) and CBS (flat at an 8.5), the four other
broadcast networks sustained household erosion during the second week of the
sweep period, according to the CAB.

ABC was hit the hardest, off 22.2 to a 7.7, while Fox fell 11.3 percent to a
5.5. NBC and The WB Television Network suffered single-digit falloffs, declining
7.5 percent to an 8.6 and 3.2 percent to a 3.0, respectively.

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