In cable, ”General entertainment programming — original and acquired scripted TV shows and movies — witnessed an 11% decline in total day C3 ratings among 18-49 viewers in 2014 versus the previous year, with kids programming down 10%, according to MoffettNathanson Research,” writes our good friend Wayne Friedman at MediaPost’s Media Daily News.
The story also notes: “In viewing all cable network programming, MoffettNathanson Research calculates total day C3 data among 18-49 viewers was off 9% in 2014 versus the previous year — a sharp drop from a 3% decline in 2013 and a 2% falling in 2012.”
In analyzing total-day C3 18-49 gross rating points some of the shows on cable that were down, according to the story, included the after-network run of “The Big Bang Theory” — down 11% — and “Duck Dynasty,” down 50%.
Much of the drop was in the fourth quarter of 2014, the study said.
Here’s one of the conclusions of researcher Michael Nathanson, the story says: “While [we] acknowledge that the world is changing, we are not sure … 2014’s magnitude of decline can be logically explained by just SVOD or DVRs. Perhaps measurement issues are a contributing factor.”