CBS' share of late-night ad spending jumped 12.6 percentage points as the network captured 26% of the $125.5 million network TV marketplace in the fourth quarter of 1993, according to Competitive Media Reporting.
The rise came primarily at NBC's expense, losing 17.3 percentage points as it dropped to 50.3% of the market.
ABC also lost share, dropping 3.2 percentage points to 15.8% of the market. The loss was surprising because ABC's "Nightline," expected to be immune to the late-night talk show wars, saw its ratings rise significantly.
Fox, despite its ill-fated entry into the market with the now defunct "Chevy Chase Show," also nibbled at NBC's and ABC's shares, garnering 7.8% of the market.
But CBS' inroads are particularly impressive since they are due entirely to "Late Show With David Letterman," which boosted CBS' late-night ratings 117% in the fourth quarter. Late-night advertisers increased spending on CBS 140.4% to $32.7 million for the period.
Among the top advertisers backing Mr. Letterman: Procter & Gamble Co., which spent 30.5% of its $8.6 million late-night budget on CBS; Levi Strauss & Co., which spent 34.9% of its $4.8 million; Sears, Roebuck & Co, which spent 31.1% of its $4.5 million; and Walt Disney Co., which spent 39.9% of its $3.7 million.