Hit Cable Series on the Rise as Broadcasters Suffer Record-Low Ratings [View all]

[Purveyor]

Amid a backdrop of record-low ratings for some broadcast shows, cable is feeling pretty good about its prospects in this year’s upfront advertising sales derby.

For the season, ad-supported cable as a group has opened up a bigger ratings advantage over the Big Four – and has beaten the broadcasters in the 18-49 demo on a regular basis in a handful of timeslots. But cablers still feel slighted by Madison Avenue because they rarely command ad rates that are commensurate with broadcasters.

That may not change this year, but the tipping point feels like it’s getting closer.

Cable has made headlines with monster numbers for its graphic zombie drama “The Walking Dead” — which is as big as anything on broadcast among young adults — and some hot reality shows like A&E’s “Duck Dynasty” (pictured above) and History’s “Pawn Stars.” At the same time, the Big Four — especially NBC — have endured media coverage that constantly refers to “record low” weekly averages.

“Cable has done a good job of hitting us where we ain’t (with male-skewing, cutting-edge shows),” says one network research exec. “But the breadth of the broadcasters’ top programs can’t be matched at this time.”

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http://variety.com/2013/tv/news/hit-cable-series-on-the-rise-as-broadcasters-suffer-record-low-ratings-1200329213/