Basic cable was hot during the first week of the TV summer season, notching
better than a 15-share-point advantage over broadcast in primetime.
Ad-supported cable registered a 54.3 primetime share May 26-June 1, a 3.8%
increase from its 52.3 share May 27-June 2, 2002, according to a Cabletelevision
Advertising Bureau analysis of Nielsen Media Research data.
The broadcast networks, meanwhile, saw their aggregate share decline 4.4%
last week to a 38.8 from a 40.6 in the corresponding week last year.
The CAB said cable's 15.5-share-point edge was its highest of the season,
while broadcast's marked a low during the 2002-03 campaign to date.
Last summer, cable rang up 16 consecutive weeks of 50-plus primetime shares.
Ratingswise, cable's tally improved 4.4% last week to a 30.8 from a 29.5.
Conversely, broadcast slipped 3.7% to a 22.0 from a 22.8.
On a delivery basis, cable posted a 5.4% gain to some 32.8 million
households. Broadcast was off 2% to 20.6 million households.