For the first time ever in a November sweep, the combined primetime share for the seven broadcast networks dipped below 50%, according to the Cabletelevision Advertising Bureau.
It was not a pretty picture for broadcasters in general last month. Ad-supported cable was only a hair behind the seven broadcasters, virtually tied with them, in terms of primetime viewership for the just-ended November sweep, according to a CAB analysis of Nielsen Media Research data released Monday.
Cable tallied an average primetime-household delivery of 32.5 million homes, up 10% versus a year ago and not far behind the seven broadcasters’ 33.1 million homes, which reflected a 2.2% drop, the CAB said.
In terms of primetime share for November, the seven broadcast networks scored a 49.1 share, down 3.5% from last year. Cable racked up a 48.3 share, which was an 8.3% increase from the same period last year.
As for primetime ratings in November, cable posted a 30.0, up 8.3%, while broadcast was slightly ahead with a 30.6, a 3.7% decline, the CAB said.