MAGNA Reports on Upscale Cable Nets


Among ad-supported cable networks, the upscale skew "varies significantly by
cable network and demo segment," said MAGNA Global USA’s analysis of Nielsen
Media Research upscale audience data -- meaning viewers in households with
annual incomes of $75,000 and up.

In the Nielsen listings for October 2002-May 2003, most of the most upscale
cable networks also tended to be the most established ones.

For total day, the media-buying firm said the 10 most upscale networks were
(including many ties) CNBC, E! Entertainment Television, ESPN, Home & Garden
Television, ESPN2, Fox News Channel, The Learning Channel, Comedy Central, VH1
and Bravo, each with more than 30% of their average household audience within
the $75,000-plus income bracket.

Among viewers 18-34, MTV: Music Television, Comedy, E!, VH1, ESPN and TLC
were the most upscale, MAGNA said, while E!, ESPN, TLC, Comedy, VH1, HGTV, ESPN2
and SoapNet were the biggies among viewers aged 18-49.

In the 25-54 demo, E!, TLC, CNBC, ESPN, Fox News, ESPN2, Bravo, VH1, Food
Network and MSNBC led.

Zeroing in on primetime, the most upscale networks were CNBC, HGTV, E!,
Bravo, Comedy, ESPN, Fox News, TLC, VH1 and ESPN2, each with at least 30% of
their average household audience in the $75,000-plus bracket.

The top five among adults 18-49 (including ties): E!, VH1, TLC, Comedy and
ESPN. In the 18-34 demo, MTV led, followed by Comedy, VH1, E!, ESPN and TLC.
With 25-54 adults, E! led, followed by HGTV, TLC, Bravo, ESPN and