Cable Viewers Aren't Watching the Shows You Think They Are

MoffettNathanson analysts find ratings in odd places

Analysts at MoffettNathanson are bearish on cable TV in a variety of categories (though they contend Disney, Fox and Viacom are still strong). Overall, as the upfront market kicks into gear, ad sales chiefs who are anxious to sell loyal viewers are finding themselves with less and less on the table, and with a shift in the location of those vital ratings.