Television
A pretty good summer for TV after all
By Toni Fitzgerald
Sep 26, 2008 - 1:15:52 AM

Americans have more media competing for their attention these days, from the internet to MP3 players to satellite radio, but they’re still watching more TV than ever.

This past summer, viewers increased the time spent in front of the tube compared to last year as well as compared to four years ago, the summer of the last Olympic Games. Cable logged the largest number of viewer hours, but broadcast was up compared to a year ago and other TV, including Spanish-language, public broadcasting, some DVR use and pay cable, soared.

That’s according to a new report by Turner Networks out yesterday. It found that among total viewers, the average person watched 32.4 hours of television per week during third quarter, up 4 percent over 31.1 hours last year.

Cable led with 15.8 hours, up from 15.7, for a 1 percent gain. Broadcast rose 7 percent, from 7 hours to 7.5, and other TV was up 8 percent, from 8.4 to 9.1 hours.

Hours per week were also up 4 percent among adults 18-49, from 28.6 to 29.8, and again cable led the way with 14.9 hours, up 1 percent from 14.7 hours. The biggest jump came in other TV, up 9 percent from 8.1 hours to 8.8. Broadcast rose 5 percent, from 5.8 to 6.1.

Compared to 2004, hours per week among total viewers jumped 8 percent, from 29.9 to 32.4, while they were up 7 percent in 18-49s, from 27.8 to 29.8.

The ratings reflect the rise in television viewing this summer, and much of that can be attributed to the Olympics, which aired on NBC but also across the range of NBCU-owned cable networks. But a lot can also be attributed to the highly contentious presidential election, which especially boosted cable news.

The Big Four broadcast networks finished the year up 13 percent in total viewers compared to 2007, according to Nielsen, with an average 26.88 million to last year’s 23.78 million. Among 18-49s, they were up 10 percent, from a 7.8 to an 8.6, with Olympic carrier NBC driving the gains in both categories with bumps of 50 percent or more.

Meanwhile, cable finished with its most-watched third quarter ever among total viewers and 18-49s, averaging 52.9 million and 22.6 million, respectively.
 
Cable news accounted for part of that surge. On a total-day and primetime basis, the three networks were all up double-digit percentages among total viewers and their target 25-54s compared with last year, according to Turner.

The Turner report also found that all but three of the top 10 cable entertainment shows among total viewers this summer were up compared to last year, while six of the top 10 among 18-49s saw gains.

Cable also had the summer’s No. 1 show overall among blacks 18-49, TBS’s “House of Payne,” well ahead of No. 2 “Hell’s Kitchen” on Fox.