Cable Leads US Primetime Viewing Race

18 December 2006

NEW YORK: Cable television continues to dominate US primetime viewing. Analysing the latest data from Nielsen Media Research, Jack Wakshlag, chief research officer at Turner Cable Networks, says cable took a 55.4% household share compared with the six broadcast networks' 40.4% in the year to date.

However, growth appears to be levelling. The figures show that if the 69 measured cable networks reach the projected 55.5% share at the end of the year, it would represent just 0.1% growth versus 2005's share.

Cable's advertising share has also displayed little movement in 2006. To date it is getting just 31% percent of marketers' primetime spend, compared with the 69% going to the networks. Similar numbers were reported last December.

Data sourced from Adweek (USA); additional content by WARC staff