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03.29.2004
Originally featured on BroadcastEngineering.com
Cable continues gain on broadcasters, study contends

Ad-supported cable television continues to lead the seven broadcast networks in season-to-date tracking, marking the first time in history that ad-supported cable has drawn a higher audience share (49.2) than the seven broadcast networks (48.1), says a new study released by Turner Broadcasting and based on data from Nielsen Media Research.

At week 24 into the 36-week broadcast season, cable’s season-to-date household share was up six percent versus the same period last year, while the seven broadcast networks’ share was down three percent. Ad-supported cable posted its best household share during the February sweeps period with a 48.1 share, a six percent improvement over the February 2003 sweep period, the report said.

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