medialifemagazine.com
Cable nabs ever-bigger share of viewers
By Kevin Downey
Jul 8, 2009 - 7:55:03 AM
Media buyers are sitting on some $20 billion that will be spent in the television upfront market now underway, with the cable television networks and broadcast networks positioning themselves to grab off the most they can.
Traditionally, broadcast went first and got the bigger share, but that's been changing in recent years, and this year cable has an even stronger argument for an increase in its take.
It's in the just-released second-quarter ratings, which saw cable TV's share of adult 18-49 primetime viewers rise to 51 percent from 49 percent last year, according to an analysis of Nielsen ratings by Turner Research.
The Big Four broadcast networks slipped to 26.8 percent from 27.7 percent in second quarter 2008. The remaining 22 percent were watching the likes of the CW, PBS, Telemundo, Univision, pay cable, etc.
Cable’s audience has been growing for years, but second quarter was a particularly strong three-month stretch.
Most recently, cable news has seen a huge surge in ratings from the death of Michael Jackson on June 25, and that's continued through yesterday’s memorial service in Los Angeles.
Several entertainment networks have also gotten a boost from Jackson coverage, notably BET, which just days after Jackson’s death aired a slapped-together homage to the star on its “BET Awards.”
Prior to that, cable saw record ratings on TNT and ESPN for NBA post-season games. Much of that was because of the strong NBA season leading up to the playoffs, but also at work was the weak economy, with people staying home rather than going out and spending money.
Versus also did well with NHL hockey’s postseason, which generated strong ratings for the tiny network.
Cable has also benefited from the ongoing rise in overall TV viewing.
In second quarter, the average person spent 32.6 hours a week watching TV, up from 32.2 hours last year. Just over half that time was spending watching cable, 16.4 hours.
***
In cable ratings for the week ended July 5:
Top five networks in primetime (18-49s): USA, TNT, TBS, FX, Discovery.
Top five networks in primetime (total viewers): TNT, USA, Fox News Channel, Nick at Nite, TBS.
Top movie (18-49s): TNT’s “Independence Day” (Sunday, 8 p.m.) 1.49 million.
Top sporting event (total viewers): TNT’s “Sprint Cup Racing/Daytona” (Saturday, 8:05 p.m.) 5.28 million.
Shows making the top 10 among 18-34s, 18-49s and 25-54s: USA’s “WWE Raw” (Monday, 9 and 10 p.m.).
Show on the rise: Food Network’s “The Next Food Network Star,” Sunday 9 p.m. The reality competition averaged 1.73 million viewers 18-49, up 13 percent from 1.53 million the previous week.
Show on the decline: ABC Family’s “The Secret Life of the American Teenager,” Monday 8 p.m. The drama slipped 26 percent week-to-week among viewers 18-34, from 1.4 million to 1.03 million.
|
TOP 25 AD-SUPPORTED CABLE NETWORKS
Ranked on Household Rating
Week Ending July 5 |
|
Rank |
Primetime |
Total Day |
|
Net |
(000) |
Net |
(000) |
|
1
|
TNT
|
2070
|
NICK
|
1664
|
|
2
|
USA
|
1793
|
NAN
*
|
1307
|
|
3
|
FOXN
|
1463
|
TNT
|
1078
|
|
4
|
NAN
|
1269
|
USA
|
1058
|
|
5
|
TBSC
|
1148
|
ADSM*
|
967
|
|
6
|
CNN
|
1081
|
FOXN
|
949
|
|
7
|
FX
|
955
|
TOON
|
758
|
|
8
|
FOOD
|
912
|
TBSC
|
695
|
|
9
|
HALL
|
907
|
CNN
|
687
|
|
10
|
DISC
|
906
|
FX
|
599
|
|
11
|
HGTV
|
883
|
DISC
|
591
|
|
12
|
ESPN
|
854
|
SPK
|
577
|
|
13
|
HIST
|
854
|
HIST
|
573
|
|
14
|
AEN
|
828
|
FOOD
|
564
|
|
15
|
FAM
|
817
|
ESPN
|
550
|
|
16
|
TLC
|
810
|
AEN
|
536
|
|
17
|
SPK
|
798
|
TRU
|
521
|
|
18
|
TOON
|
791
|
LIF
|
514
|
|
19
|
LIF
|
784
|
HGTV
|
503
|
|
20
|
BET
|
765
|
HALL
|
495
|
|
21
|
CMDY
|
765
|
FAM
|
473
|
|
22
|
SYFY
|
761
|
AMC
|
461
|
|
23
|
AMC
|
700
|
TLC
|
456
|
|
24
|
TRU
|
670
|
MTV
|
449
|
|
25
|
VH1
|
590
|
CMDY
|
446
|
|
* Network broadcasts less than 51% of minutes in a 24-hour day.
Source: Turner Research from Nielsen Media Research data
|
|
TOP 25 AD-SUPPORTED CABLE PROGRAMS
Ranked on Households
Week Ending July 5 |
|
Rank
|
Program |
Net
|
(000) |
|
1
|
The Closer
|
TNT
|
4616
|
|
2
|
WWE Raw
|
USA
|
3988
|
|
3
|
NASCAR Post Race Show
|
TNT
|
3761
|
|
4
|
WWE Raw
|
USA
|
3639
|
|
5
|
Sprint Cup Racing/Daytona
|
TNT
|
3567
|
|
6
|
NCIS
|
USA
|
3286
|
|
7
|
Army Wives
|
LIF
|
3014
|
|
8
|
NCIS
|
USA
|
2670
|
|
9
|
Spongebob
|
NICK
|
2655
|
|
10
|
Spongebob
|
NICK
|
2633
|
|
11
|
Spongebob
|
NICK
|
2630
|
|
12
|
Spongebob
|
NICK
|
2609
|
|
13
|
NCIS
|
USA
|
2608
|
|
14
|
Spongebob
|
NICK
|
2606
|
|
15
|
Spongebob
|
NICK
|
2605
|
|
16
|
Hawthorne
|
TNT
|
2595
|
|
17
|
Spongebob
|
NICK
|
2568
|
|
18
|
Deadliest Catch
|
DISC
|
2530
|
|
19
|
iCarly
|
NICK
|
2528
|
|
19
|
Raising The Bar
|
TNT
|
2528
|
|
21
|
Family Guy
|
ADSM
|
2513
|
|
22
|
Family Guy
|
ADSM
|
2480
|
|
23
|
Spongebob
|
NICK
|
2479
|
|
24
|
The Next Food Network Star 5
|
FOOD
|
2452
|
|
25
|
Spongebob
|
NICK
|
2439
|
|
Source: Turner Research from Nielsen Media Research data
|
|
TOP 10 AD-SUPPORTED CABLE NETWORKS
Adults 18-34
Week Ending July 5 |
|
Rank |
PRIME TIME |
TOTAL DAY |
|
Net |
(000) |
Net |
(000) |
|
1
|
TBSC
|
519
|
ADSM*
|
421
|
|
2
|
USA
|
484
|
NAN
*
|
373
|
|
3
|
FX
|
394
|
NICK
|
317
|
|
4
|
TNT
|
362
|
TBSC
|
275
|
|
5
|
BET
|
360
|
FX
|
247
|
|
6
|
MTV
|
344
|
USA
|
240
|
|
7
|
CMDY
|
303
|
MTV
|
237
|
|
8
|
NAN
|
296
|
TNT
|
224
|
|
9
|
VH1
|
285
|
CMDY
|
207
|
|
10
|
SPK
|
284
|
ESPN
|
193
|
|
* Network broadcasts less than 51% of minutes in a 24-hour day.
Source: Turner Research from Nielsen Media Research data
|
|
TOP 10 AD-SUPPORTED CABLE SHOWS
Adults 18-34
Week Ending July 5 |
|
Rank |
PROGRAM |
NET |
(000) |
|
1
|
WWE Raw
|
USA
|
1487
|
|
2
|
WWE Raw
|
USA
|
1321
|
|
3
|
Real World XXII
|
MTV
|
1183
|
|
4
|
Tiny & Toya
|
BET
|
1140
|
|
5
|
Family Guy
|
ADSM
|
1059
|
|
6
|
Family Guy
|
ADSM
|
1057
|
|
7
|
Family Guy
|
TBSC
|
1049
|
|
8
|
The Secret Life Of the American Teenager
|
FAM
|
1028
|
|
9
|
Family Guy
|
ADSM
|
1001
|
|
10
|
Family Guy
|
ADSM
|
964
|
|
Source: Turner Research from Nielsen Media Research data
|
|
TOP 10 AD-SUPPORTED CABLE NETWORKS
Adults 18-49
Week Ending July 5 |
|
Rank |
PRIME TIME |
TOTAL DAY |
|
Net |
(000) |
Net |
(000) |
|
1
|
USA
|
1109
|
NAN
*
|
661
|
|
2
|
TNT
|
1035
|
TNT
|
581
|
|
3
|
TBSC
|
931
|
ADSM*
|
574
|
|
4
|
FX
|
738
|
USA
|
563
|
|
5
|
DISC
|
699
|
NICK
|
515
|
|
6
|
BET
|
608
|
TBSC
|
508
|
|
7
|
SPK
|
601
|
FX
|
447
|
|
8
|
NAN
|
581
|
DISC
|
405
|
|
9
|
FOOD
|
571
|
SPK
|
390
|
|
10
|
CMDY
|
563
|
ESPN
|
363
|
|
* Network broadcasts less than 51% of minutes in a 24-hour day.
Source: Turner Research from Nielsen Media Research data
|
|
TOP 10 AD-SUPPORTED CABLE SHOWS
Adults 18-49
Week Ending July 5 |
|
Rank |
PROGRAM |
NET |
(000) |
|
1
|
WWE Raw
|
USA
|
2973
|
|
2
|
WWE Raw
|
USA
|
2734
|
|
3
|
NASCAR Post Race Show
|
TNT
|
2311
|
|
4
|
Deadliest Catch
|
DISC
|
2214
|
|
5
|
Sprint Cup Racing/Daytona
|
TNT
|
1963
|
|
6
|
Tiny & Toya
|
BET
|
1838
|
|
7
|
The Next Food Network Star 5
|
FOOD
|
1734
|
|
8
|
The Closer
|
TNT
|
1671
|
|
9
|
Army Wives
|
LIF
|
1598
|
|
10
|
Family Guy
|
ADSM
|
1567
|
|
Source: Turner Research from Nielsen Media Research data
|
|
TOP 10 AD-SUPPORTED CABLE NETWORKS
Adults 25-54
Week Ending July 5 |
|
|
PRIME TIME |
TOTAL DAY |
|
Rank
|
Net |
(000) |
Net |
(000) |
|
1
|
TNT
|
1262
|
TNT
|
648
|
|
2
|
USA
|
1164
|
USA
|
606
|
|
3
|
TBSC
|
826
|
NAN
*
|
528
|
|
4
|
DISC
|
712
|
TBSC
|
454
|
|
5
|
FX
|
695
|
NICK
|
419
|
|
6
|
FOOD
|
642
|
DISC
|
405
|
|
7
|
SPK
|
577
|
FX
|
395
|
|
8
|
AEN
|
568
|
ADSM*
|
389
|
|
9
|
HIST
|
548
|
SPK
|
371
|
|
10
|
SYFY
|
548
|
ESPN
|
337
|
|
* Network broadcasts less than 51% of minutes in a 24-hour day.
Source: Turner Research from Nielsen Media Research data
|
|
TOP 10 AD-SUPPORTED CABLE SHOWS
Adults 25-54
Week Ending July 5 |
|
Rank |
PROGRAM |
NET |
(000) |
|
1
|
NASCAR Post Race Show
|
TNT
|
2927
|
|
2
|
WWE Raw
|
USA
|
2899
|
|
3
|
WWE Raw
|
USA
|
2674
|
|
4
|
Sprint Cup Racing/Daytona
|
TNT
|
2553
|
|
5
|
Deadliest Catch
|
DISC
|
2304
|
|
6
|
The Closer
|
TNT
|
2276
|
|
7
|
The Next Food Network Star 5
|
FOOD
|
1962
|
|
8
|
Army Wives
|
LIF
|
1800
|
|
9
|
NCIS
|
USA
|
1761
|
|
10
|
Independence Day
|
TNT
|
1704
|
|
Source: Turner Research from Nielsen Media Research data
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