A Katz analysis of May 2022 sweep trends in the 56 metered markets shows a continuing upward trend in share of viewing to local Broadcast affiliates (4-affiliate total share*). M-Su/5a-2a increased +2% over May 2021, with the greatest increases in mornings (+3%), day (+2.5%), access (+2.5%), overnight (+4.2%) and weekend (+20%) time periods.
Driven by sports viewing, weekend viewing generated double-digit increases in households and all demos. Once again young adults took the lead with a +35% increase over May'21.
*4-affiilate total includes aggregated HH shares for ABC, CBS, NBC and FOX affiliates.
Source: Nielsen NSI, dates as listed.