Cable continued its ratings and viewership momentum over the broadcast
networks during the third quarter, despite several hot summer shows for the 'Big
Ad-supported cable networks averaged a 51.9 percent viewership share July 1
through Sept. 29, easily outdistancing broadcast's 34.9 share, according to a
Turner Entertainment Research analysis of Nielsen Media Research data.
ABC, CBS and NBC either posted losses or were flat from last year. Only Fox,
on the strength of American Idol: Search for a Superstar, posted a gain
from the third quarter of 2001.
Cable also continued its viewership dominance on the news side, capturing a
57 percent share of news viewing during the quarter compared with 43 percent for
the broadcast networks.
On a network level, Lifetime Television, Nickelodeon, MTV: Music Television,
TBS Superstation and Turner Network Television dominated the top household and
demographic categories in primetime and total day.
Lifetime averaged a 2.1 primetime rating for the quarter, outpacing TNT's 1.8
mark. The 'drama' network drew more adults 18 through 49 and 25 through 54 in
primetime than any other cable service. MTV beat out USA among adults 18 through
Nickelodeon's 1.6 total-day household rating topped all networks, continuing
the service's seven-year streak at No. 1.
Lifetime reached more adult 18-through-49 and 25-through-54 viewers over a
24-hour period, while TBS reigned supreme among adults 18 through