March Madness lifts cable to 21.4% despite broader declines
Nielsen data for March showed that cable and broadcast TV viewership declined, while streaming services gained market share. Overall cable viewership rose to 21.4% in March from February due to the NCAA March Madness tournament and increased news viewing, but general declines were noted.
Key Takeaways
- Cable reached 21.4% of TV viewing in March, up 7% from February.
- NCAA March Madness and higher news viewing were the stated drivers of cable’s monthly gain.
- Nielsen’s March data still showed general declines for cable and broadcast TV viewing.
- Streaming services gained market share in March, according to the same Nielsen readout.
Why It Matters
The March numbers show how short-lived live events can distort TV share, with March Madness and news temporarily lifting cable even as the broader trend remains weaker cable and broadcast viewing. For streaming, the report matters because it came with share gains while traditional TV segments declined. The immediate question is whether April’s figures give back the March cable bump once tournament-driven viewing drops out and news viewing normalizes.
Read full article at mediapost.com
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