Cable breaks 50-share mark in prime

In June, wired medium captures majority of viewers for first time

Cable outmuscled broadcast networks to claim the bulk of TV viewership in June. Cable networks registered a 54.0 prime time share for the month, compared with a 38.4 share for the seven major broadcast networks. June marks the first month cable has surpassed a 50 share in prime.

Compared with the same month last year, cable share jumped 12%, while broadcast slipped about 11%.

The same pattern held for delivery, with cable nets attracting 30.8 million homes, up 16%, and broadcasters harvesting 21.9 million homes, down about 9%.

The second quarter is history, and general-entertainment nets delivered the largest prime time audiences in two key demographic groups. TNT ranked first in reaching both adults 18-49 (1.1 million viewers) and adults 25-54 (1.1 million). USA was second, attracting 978,000 18- to 49-year-olds and 1 million viewers ages 25-54.

Lifetime Television, the quarter's top-rated network in households, came in third for adults 25-54 and fourth among adults 18-49.

No surprise here, MTV was tops among younger viewers, delivering 517,000 18- to 34- year-olds. TNT was second, with 452,000 viewers in that group.