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TEENS
AND KIDS NOW WATCH MORE AD-SUPPORTED CABLE NEW
YORK, March 12-Not only has teen and kids viewing to primetime
ad-supported cable increased significantly over the past decade,
it now surpasses their viewing to the Big 4 broadcast TV
networks. According to Cabletelevision Advertising Bureau
analysis of Nielsen data, ad-supported cable had an 11 rating
and 38 share of teen viewers (age 12-17) in primetime for the
first 21 weeks of the 2000/2001 season, compared to a 7 rating
and 22 share in 1992/1993. ABC/CBS/NBC/FOX affiliates, on the
other hand, recorded a 10.4 rating and 35.9 share of primetime
teen viewers for the first 21 weeks of 2000/2001, down from a 22
rating and 68.4 share in 1992/1993. Among
kids 2-11 during the same period, ad-supported cable garnered a
10.5 primetime rating and 44.1 share, versus a 6.1 rating and 23
share only eight years before. In contrast, ABC/CBS/NBC/FOX
affiliates recorded a 7.2 primetime share and 30.3 share among
kids, a decline of 10.4 rating points and 36.2 share points from
1992/1993. “Ad-supported
cable has clearly connected with the nation’s youth through an
unparalleled variety of original programming that is in synch
with their interests and lifestyles,” said CAB President &
CEO Joe Ostrow. PRIMETIME
VIEWING: TEENS 12-17
2000/2001
1992/1993 Ad-Supported
Cable
11.0
37.9
7.0
21.9 4-Net
Affiliates
10.4
35.9
21.9
68.4 PRIMETIME
VIEWING: KIDS 2-11
2000/2001
1992/1993 Ad-Supported
Cable
10.5
44.1
6.1
23.0 4-Net
Affiliates
7.2
30.3
17.6
66.4 Source: CAB analysis of Nielsen Galaxy data for the 21-week period of 2000/2001 season (10/2/00-2/25/01) vs. 21-week period of 1992/1993 season (10/5/92-2/28/93) |