DNC coverage gives cablers a boost

CNN beats ABC and CBS Monday night

By RICK KISSELL

Cable television -- and most specifically, CNN -- was the big ratings winner Monday for coverage of the Democratic National Convention.

While viewership in the key 10 o'clock hour was down modestly vs. 2004 among the three broadcast nets, it was up sharply at the three cable newsies. And CNN topped both ABC and CBS, finishing behind only NBC.

According to Nielsen estimates, NBC averaged 4.71 million viewers from 10 to 11 p.m., an hour that included a speech by Michelle Obama. It was followed by CNN (4.27 million), ABC (4.17 million), CBS (3.46 million), Fox News (2.92 million) and MSNBC (2.10 million).

The three broadcasters saw their share of the pie slip vs. 2004 as they combined to average 12.34 million -- 6% fewer than on the opening night of the Dems' convention four years ago.

On the other hand, the combined primetime audience for three cable nets (8.9 million viewers) was up a sharp 85% vs. 2004 (4.8 million). MSNBC (2.15 million viewers in primetime) rose the most (88%), but CNN (3.70 million, up 85%) and Fox News (3.02 million, up 84%) saw similar gains.

CNN's most-watched portion of the evening was actually from 9 to 10 p.m., averaging 4.53 million during an hour that included Sen. Ted Kennedy's emotional speech.

Overall, Nielsen estimates that coverage of the convention on eight channels (ABC, CBS, NBC, CNN, Fox News, MSNBC, BET and TV One) combined to average 22.3 million viewers in the 10 o'clock hour. (While some nets aired events prior to 10 o'clock, the later hour is when the broadcasters join the party and the primary speakers are skedded.)

The Republicans will get their chance to shine next week, but GOP presidential candidate John McCain did score some equal time on Monday, appearing on NBC's "Tonight Show."

The Leno-hosted series averaged a 3.9 household rating/10 share in Nielsen's metered-market overnights, on par with its average for its two most recent Monday segs prior to the Olympics. Those two hours ended up averaging nearly 4.8 million viewers.