Summer 2012 primetime TV impressions were up for broadcast networks, but down in ad-supported cable, reports TVB, citing Nielsen data. For broadcast networks, summer primetime impressions were up 5.2% year-over-year in all households (HH), up 5.3% in households of 2 or more people (P2+), and up 3.3% among viewers aged 25-54. Conversely, primetime impressions on ad-supported cable were down 2.6% across all households, 5.9% in households of 2+ people and 3.8% among viewers 25-54. The report acknowledges that the Summer Olympics Games on NBC was a significant factor in the summer impression increases, but argues that broadcast networks have also shown steadier results in the regular season than cable.
Indeed, the Nielsen data shows that while broadcast primetime viewing was down during the regular season (-1.6% HH; -3.5% P2+; -4% 25-54), ad-supported cable viewing suffered a bigger slowdown (-4%, -5.5%, -3.4%, respectively). Read the rest at MarketingCharts.