Cable maintain its gains
12 networks grow by double digits
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In a presentation to reporters at Turner Broadcasting's offices in Gotham, Jack Wakshlag, head of research for Turner, said that in just two years, cable has taken eight share points from the four networks.
In the third quarter of 2002, cable nets as a category averaged a 51.9 share compared with a 34.9 share for ABC, CBS, NBC and Fox combined, according to Turner's analysis. During third quarter '00, cable edged out broadcast by 1 share point, 44.3 to 43.3.
The disparity between cable and broadcast wound up at 5.7 share points for the full broadcast year -- a 47.9 for cable and 42.2 for the Big Four.
Wakshlag said it's not just the targeted cable networks that are benefiting from the stepped-up Nielsen performance of basic cable. He found that the combined audience for the five most-visible general entertainment networks -- TNT, TBS, USA, TNN and FX -- grew by 10% in primetime for the 2001-02 season, by 8% in total day.
Wakshlag said that in the key 18-to-49 demographic, for which Madison Avenue pays a premium to access, live sports tended to pull more viewers than any other programming category.
Another big audience-getter for 2001-02 was theatrical movies, with five of them averaging more than 3 million adults 18 to 49: "Lethal Weapon 4" (TBS), "The Mummy" (TNT), "Wild Wild West" (TBS), "Big Daddy" (USA) and "Pretty Woman" (TBS).
Original scripted series also delivered a banner year among 18-49, led by USA's "The Dead Zone" and "Monk."
Twelve cable networks grew by double digits in the ratings for the full TV year, including the two highest-rated channels, Lifetime, up 11% to a 2.1 rating in cable homes, and TNT, up 13% to a 1.8.
Eleven cable networks fell off in primetime by double digits in 2001-02, most notably TBS and USA, which tied for fourth place overall, each declining by 11% to a 1.6 rating.
In total day, Nickelodeon/Nick at Nite ended up a solid first, representing an unprecedented seventh year in a row in which it has beaten its rivals in every quarter.
