Cable TV networks continue to see steeper overall viewership declines — particularly with younger TV viewers, reports TV NewsCheck, which added that in the second quarter of 2017, “MoffettNathanson Research says there was a 9.1% decline in total day 18-49 viewers in Nielsen C3 ratings — the average commercial minute ratings plus three days of time-shifted viewing — for cable networks.
“Digging deeper, MoffettNathanson says that in June, PUT levels for younger viewers 18-24 (People Using TV) dropped 19%. In addition, PUT levels for 12-17 viewers sank 16%; and even younger 2-11, 11% lower.
“Older TV viewers 55 and younger were better performers for cable networks — slipping just 3%. Overall, cable networks PUT trends have been generally declining since July 2016.
“Research also shows the top 20 cable networks were down 3% among all viewers in total gross ratings points from a year ago. It could have been worse, had it not been for cable news networks gains over the past year. Only four of the top 20 networks from a year ago were up: Fox News, CNN, I.D., and A&E.
““Given the continued declines in ratings, we expect cable network advertising to continue to be a problem during 2017 and worry that our forecasted fourth quarter snap back to flat growth may be too optimistic,” writes Michael Nathanson.
“Second-quarter cable network advertising declined 3%, according to MoffettNathanson — projected to sink 8% in the third quarter (a 5% decline when taking out Olympic advertising). It was forecast to recover to flat growth in the fourth quarter.”