For the fifth year in a row, ad-supported cable is looking like it will beat out the broadcast networks in prime time, garnering a 55.4 percent household share year-to-date, in comparison to the six broadcast networks 40.4 share.
According to Nielsen Media Research data, while cable’s lead of prime time continued in 2006, its growth looks like its slowing down. Assuming that the cable networks measured reached the predicted 55.5 share at the end of the year, it would only be a growth rate of one-tenth of one percent versus last year’s total.
Concerning the 18-49 demographic, cable should finish up for the third year in a row, with a 44.1 share, down 1/5 of a percentage point. Broadcast has leveled off as well in the 18-49 grouping, with a projected 36.7 share, a large drop of 1/2 a percentage point. Neither of these two statistics are good news for the continually fragmenting industry.
Another statistic noted for the networks is that prime time viewership hasn't grown at all since 2001, still averaging 7.5 hours a week per person.
As far as ad sales dollars share go, things are pretty much the same as last year with cable getting a 31 percent prime time spend, and broadcasters getting the other 69 percent.
Nielsen Adviews shows that through September, the broadcasters received $10.72 billion in ad sales, down 7.6 percent from what they took in in 2001. While cable received $4.77 billion in ad sales through September, up from the $3.33 billion they got in 2001, a 30.2 percent increase.
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