Cable's Primetime Share Reigns On


Ho hum.

Basic cable's warm-weather fun continued last week as the medium ran its
skein of posting at least a 50 share in primetime to 11.

From July 29 through Aug. 4, the medium earned a 53.5 share, according to a
Cabletelevison Advertising Bureau analysis of Nielsen Media Research data.

That was up 9.9 percent from a 48.7 share in the same week during 2001.

From a household ratings perspective, basic cable scored a 9.4 percent gain
to a 29.0 average from a 26.5 the prior year, while delivery grew13.1 percent to
30.6 million households, versus 27.1 million.

For the seven broadcast networks, the summer doldrums dragged on: their
collective weighted share slipped 9.5 percent to a 37.2; their ratings fell 9.4
percent to a 20.2; and delivery was off 6.8 percent to 21.3 million households.