New York -- Basic cable's ratings prowess is even
greater than previously imagined, since cable in aggregate outscored all six
broadcast-television networks for the past two weeks, and not just the "Big
So said Tim Brooks, senior vice president of research at
USA Networks Inc., citing Nielsen Media Research ratings data for the weeks ending June 26
and July 5.
Early last week, the Cabletelevision Advertising Bureau
released its own analysis of Nielsen data, covering only the Big Four -- ABC, CBS, NBC and
Fox (see story, page 38).
For the week ending July 5, cable averaged a 22.2 rating
(up 16 percent from a year ago) and 45 share (up 17 percent), with household delivery near
21.8 million. The six TV networks -- the Big Four plus The WB Television Network and
United Paramount Network -- scored a 22.1 rating (down 6 percent) and 44 share (down 10
percent),with 21.6 million households delivered.
In the previous week, ending June 26, cable posted a 23.4
rating (up 18 percent) and 45 share (up 14 percent), with household delivery at 22.9
million. That edged the six TV networks' combined 23.1 rating (down 9 percent) and 44
share (down 8 percent), in 23.6 million homes.