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In detailing the latest numbers of cable's ratings gains versus broadcast, Turner's Jack Wakshlag declared an end to the broadcast era. If the subject is strictly ratings, that statement could have been made as early as two years ago, as cable networks started to outperform broadcasters in the ratings game.
If anything, the broadcast era still is around, at least in the eyes of the ad agencies. While cable wins its third year in a row on the ratings front, broadcast nets still command 70% of the primetime ad dollars.
By all accounts, that era will be over soon, as well. Each year, cable grabs more of the advertising pie. Currently, cable's portion is disproportionately low, given cable's ratings dominance. Eventually, it should be more even. TNT is projected to be the top-rated primetime cable network in 2004, with a 2.45 share. It is followed by USA (2.27), Nick at Nite (1.81), ESPN (1.8) and TBS (1.71).
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