NEW YORK—TV usage dropped by 3% in March compared to February and March Madness helped cable to gain a larger share of TV viewing but overall changes in TV usage were very similar to February, according to Nielsen’s The Gauge™ report for March 2024.
While usage fell to some extent across each of the primary viewing categories in March, the report showed that cable viewing from February to March drove a 0.7-point bump in share, resulting in 28.3% of TV for cable. The cable category was lifted in part by sports, which was up 43% in March, driven largely by college basketball viewership.
