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Black
Cable TV Ratings for Week of August 24 - 30
Cable's growing appeal with black viewers bad news for broadcast
networks
(September 2, 2009) The new fall TV season is poised to be one of the
biggest battles in TV's history. With ad revenues at historic lows,
networks can ill-afford the defection of any viewers from broadcast
favorites to cable during prime time. Yet, the migration to cable among
black viewers continues -- and is growing -- as the new lineups are
about to be unveiled.
Target Market News' tracking of the Top 25 most popular broadcast and
cable shows reveals that cable is faring far better with black viewers
in prime time. During the last week of August, 13 cable shows had a
million or more black viewers, while only nine broadcast TV programs
drew that many.
Cable television's best night of the week is Wednesday, and this past
week that night claimed nearly 11 million black viewers. Broadcast TV's
most popular night with black viewers is Tuesday, but its Top 25 shows
for that night in the past week drew only five million viewers. The
issue facing broadcast TV is can their shows fulfill their potential and
deliver guarantees to advertisers if the cable erosion continues at the
current pace.
TBS, in usual fashion, took the No.1 spot with the two million viewers
that tuned in "Meet the Browns." The show lead the way for TBS to be the
week's most watched network with 9.3 million viewers for six shows. BET
followed with 5.1 million viewers across four shows. Disney was third
with 3.7 million for three shows.
The total number of viewers watching the Top 25 most popular cable shows
in black households, according to Nielsen research, was 29.5 million, or
15.5 percent more than the previous week.
Top 25
Cable Shows in Black Households
Rank | Program | Network | AA Rating | AA
Share | Viewers 2+
1
MEET THE
BROWNS
TBS
10.1
15.6
2,094
2
FRANKIE &
NEFFE
BET
9.3
14.4
1,768
3
TINY &
TOYA
BET
9.1
14.1
1,791
4
HOUSE OF
PAYNE
TBS
8.8
13.4
1,780
5
MEET THE
BROWNS
TBS
8.7
13.8
1,929
6
HOUSE OF
PAYNE
TBS
7.8
11.9
1,621
7
REAL
HOUSEWIVES ATLANTA
BRAVO
7.6
11.8
1,391
8
WIZARDS OF
WAVERLY MOVIE
DISNEY
6.9
11.6
1,763
9
NFL
PRE-SEASON FOOTBALL
ESPN
6.0
9.3
1,026
10
T.0. SHOW
VH1
5.9
8.6
1,101
11
WWE
ENTERTAINMENT
USA
5.6
8.3
1,269
12
HOUSE OF
PAYNE
TBS
5.5
9.0
1,196
13
WWE
ENTERTAINMENT
USA
5.4
8.1
1,183
14
CLOSER,
THE
TNT
5.2
7.8
904
15
REAL
CHANCE OF LOVE 2
VH1
4.6
7.0
900
16
WIZARDS OF
WAVERLY MOVIE
DISNEY
4.5
6.6
1,056
17
RAISING
THE BAR
TNT
4.1
6.0
669
18
TED
KENNEDY REMEMBERED
CNN
4.0
6.8
735
19
TRUE BLOOD
HBO
3.9
5.6
844
20
REAL
CHANCE OF LOVE 2
VH1
3.9
6.0
696
21
LIGHTS,CAMERA,TAKE ACTION
DISNEY
3.9
6.3
941
22
TINY &
TOYA
BET
3.8
5.8
801
23
HOUSE OF
PAYNE
TBS
3.7
6.4
725
24
FRANKIE &
NEFFE
BET
3.6
5.5
768
25
AMERICAS
BEST DANCE CREW
MTV
3.5
5.0
635
Source: Nielsen Media
Research. Ranked by share of audience watching. Based on live and same
day viewing. Number of viewers shown in thousands (1,000 = 1 million).
Representing more than 13.45 million television households in the U.S.,
the African- American television audience is the largest minority
segment in Nielsen's measurement samples. All times eastern.
