Wayne Friedman at MediaDailyNews is reporting:
In its first comparison to the commercial ratings (C3) instituted a year ago, cable networks' commercial ratings are almost 10% higher in 2008 than a season ago, according to a recent report from Interpublic Group of Cos.' media consulting group, Magna.
Ad-supported cable networks grew 9% to 14.9 ratings among 18-49 viewers in prime time for the first week of the broadcast season ending Sept. 28. Cable climbed 13% to 15.5 ratings among 25-54 viewers.
That said, C3 ratings are not up as much as their respective cable program ratings--where 18-49 ratings were 9% higher to 16.3, and 13% improved to a 16.9. Magna said cable is much more dependent on repeat programming than broadcast networks, where there is less need to record and play back.