Hasta La Creative!

The C3 ratings for the second quarter are in and it would appear that there is no end in sight for cable’s ongoing demo drought.

According to the Nielsen data that’s TV-land currency, three-day commercial ratings among 18-to-49-year-olds, ad-supported cable networks saw their prime-time deliveries drop 9% in the second quarter.

Wall Street-watchers say the decline will have an impact on big media’s upcoming earnings calls. In a note to investors, MoffettNathanson analyst Michael Nathanson said he expects cable ad sales revenue will have fallen 3% in the quarter to $9.21 billion, with Viacom (-8%) and NBC Universal (-8%) likely to take the biggest hits.

Continue reading at AdAge.com