AdSupported Cable Seizes Primetime Viewers 4Q06 Primetime Review

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Ad-Supported Cable Seizes Primetime Viewers
4Q06 Primetime Review
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Ad-Supported Cable Seizes Primetime Viewers

• Ad-Supported Cable Surpasses Broadcast In
  Primetime Once Again, Widening the Gap.
• Cable Creates Buzz and Pockets Viewers.
• Viewers Spend An Average of 1.2 Hours/Week
• More With Ad-Supported Cables Programming.

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Ad-Supported Cable Continues To Surpass
Broadcast, Capturing 55 Of Total TV Viewing In
Primetime
HH Primetime Share Levels By Viewing Source 4Q06
Exceeds a 100 due to Multi-Set Usage.
Source CAB Analysis of Nielsen Galaxy LiveSD
Broadcast 7-net pgm level data. M-Sa 8-11p Su
7-11p.
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The Spread Continues To Widen As A 13.0 Point
Share Gap Perseveres
HH Primetime Share Levels
Source CAB Analysis of Nielsen Galaxy LiveSD
Broadcast 7-net pgm level data. M-Sa 8-11p Su
7-11p.
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In Spite Of Broadcast Telecasting Its Strongest
Programming, A 7.4 Point Rating Gap Persists
HH Primetime Ratings
Source CAB Analysis of Nielsen Galaxy LiveSD
Broadcast 7-net pgm level data. M-Sa 8-11p Su
7-11p.
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In Fact, 67 Of Broadcast Demo Ratings Fall Below
A 3.0
4Q06 BROADCAST 7-NET PRIMETIME AVERAGE RATINGS
Rtg. 3.0 or less
Rtg. gt3.0
66 of 98 Data Points Below 3.0 Rtg
Source CAB Analysis of Nielsen Galaxy LiveSD
Broadcast 7-net pgm level data. M-Sa 8-11p Su
7-11p.
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Broadcasts Top 10 Prove To Be Uninspiring As
Ratings Diminish Significantly
Top 10 Primetime P18-49 Regular Program Rank 4Q06
4Q06 Avg AA of Top 10 6.5
4Q00 Avg AA of Top 10 8.7
Source CAB Analysis of Nielsen Galaxy Broadcast
LiveSD 7-net pgm level data. Regular defined as
orgt7 t/c. M-Sa 8-11p Su 7-11p.
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More Than Half Of Cable Networks Exceed 70 TV
HH Penetration Level
U.S. TV HH Percent Penetration of
Nationally Measured Cable Networks
70
47
Source Nielsen People Meter. September of Each
Year.
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With Something For Everyone, Viewers Connect
With Their Brand
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Cables Consistently Delivers Quality as Networks
Invest Heavily In Their Programming With a 17.5
Billion Investment Projected for 2007. This
Continuous Investment Benefits Consumers By
Delivering Original, Compelling And High-Quality
Content That Entertains and Captures Viewers
Hearts.Cable Generates Buzz. The 58th Emmy
Awards which revels in national programming
excellence, awarded top honors chiefly to Cable.
With Something For Everyone, Quality Programming
Leads Viewers To Cable
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Viewers Spend Considerably More Time With
Ad-Supported Cable An Average Of 7.4 Hours/Week
Primetime Avg Weekly Time Spent Viewing (Per
Home) In Total TV UE (In Hours)
Source CAB analysis of Nielsen LiveSD Time
period level data. Prime M-Sa 8-11p Sun 7-11p
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Viewers Across The Board Connect With Cable
Spending More and More Time
Primetime Avg Weekly Time Spent Viewing
Ad-Supported Cable In Total TV UE (In Hours)
Source CAB analysis of Nielsen LiveSD Time
period level data. Prime M-Sa 8-11p Sun 7-11p
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Broadcast Struggles To Hold On To Its Viewers As
Less and Less Time Is Spent Among Both Young And
Old
Primetime Avg Weekly Time Spent Viewing
Broadcast Seven In Total TV UE (In Hours)
Source CAB analysis of Nielsen LiveSD Time
period level data. Prime M-Sa 8-11p Sun 7-11p
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Cables Model Is Advantageous To Advertisers

• Availability
• Cable Schedules Its Programming 24 Hours A Day,
  Not 22 Hours A Week.
• Year Round Programming
• Cable Premieres Programming Year Round Whereas
  Broadcast Television Primarily Focuses On Their
  Fall Programming.
• Target-Ability Connectivity
• Something For Everyone. With Its Multitude Of
  Networks, Cable Addresses Every Viewers Passion
  Ensuring Diversity, Breadth, and Depth.

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Connectivity/Personalization/PassionsA Closer
Look By Demo/Gender
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Viewers Continue To Flee Broadcast In Droves
P2 AD-SUPPORTED CABLE 4Q06 v. 4Q05
P2 BROADCAST 7 NET 4Q06 v. 4Q05
P2 CABLE BROADCAST


-3,910,000
-4,093,000
183,000
Source CAB Analysis of Nielsen Galaxy LiveSD
Broadcast 7-net (pgm level data). M-Sa 8-11p Su
7-11p
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Viewers Flock To Ad-Supported Cable
Absolute Primetime Viewership Change (OOO) 4Q06
v. 4Q05

• Broadcast Experienced Vast Declines Across The
  Board Especially Among P 25-49 With Viewership
  Down More Than 2 Million Versus Year Ago.
• Cables Edgy Programming Captures Young Adults As
  Viewership Climbs 154,000 Among A18-24.

Source CAB analysis of Nielsen Galaxy LiveSD
pgm level data. Prime M-Sa 8-11p Su 7-11p
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Viewers Across The Board Abandon Broadcast This
Quarter
Absolute Primetime Viewership Change (OOO) 4Q06
v. 4Q05
Source CAB analysis of Nielsen Galaxy LiveSD
pgm level data. Prime M-Sa 8-11p Su 7-11p
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Primetime Viewership By Day Of Week
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Monday Night Is A Powerful Night For Cable With
Viewership Up More Than 2 Million
Absolute Primetime P18-49 Viewership Change
(OOO) 4Q06 v. 4Q05

• Ad-Supported Cable Experiences Sizable Gains With
  Five Out Of The Total Seven Nights Being Up
  Versus Year Ago.
• Broadcast Loses Grasp Of Its Viewers Monday,
  Tuesday, and Wednesday As Viewership Drops
  Considerably.

Source CAB analysis of Nielsen Galaxy LiveSD
pgm level data. Prime M-Sa 8-11p Su 7-11p
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Ad-Supported Cable Grasps Primetime Viewers
4Q06 Primetime Review