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USA Racks Up 20th Quarterly Win in a Row

6/27/2011 12:01 AM Eastern

USA Network will likely secure its 20th
consecutive primetime quarterly ratings win among
entertainment-based networks despite a full-court press
by TNT.

For the period of March 28 to June 19 (a week prior to
the official end of the second quarter), USA Network was
averaging 2.9 million total viewers — down 8% from the
same period last year — to complete a five-year run of
consecutive quarterly wins among entertainment-based
networks.

USA’s primetime performance was slightly better than
TNT’s, which averaged 2.7 million viewers, up 12% from
second-quarter 2010, according to a Turner Research analysis
of Nielsen data.

Disney Channel increased its audience by 5% to 2.5 million
to finish third in the second quarter, while History
posted a 33% year-to-year increase to 2.1 million viewers
to take the fourth spot.

Fox News Channel (1.8 million, down 4%), ESPN (1.7
million, down 3%), Nick at Nite (1.4 million, down 18%),
A&E Network (1.3 million, flat), FX (1.3 million, up
15%) and ABC Family (1.3 million, up 8%) rounded out
the top 10.

While USA is expected
to win the total
viewers race, TNT
will likely ride its record-
setting National
Basketball Association
playoffs coverage to a
cable-best 1.3 million
viewers among adults
18-49 and 718,000
v iewers within the
adults 18-34 demo, easily
best ing USA Network
on both fronts.

Networks posting strong second-quarter primetime
ratings growth include Nat Geo Wild (114,000 viewers,
up 178%), ID (521,000,
up 70%), MLB Network
(145,000, up 49%) and
AMC (1.2 million, up
26%).

Nickelodeon is expected
to end up as the
most-watched network
over a 24-hour period
for the 65th straight
quarter, averaging 2.1
million viewers, down
1% from second-quarter
2010.

Disney Channel finished
second in the
category with 1.6 million
viewers, up 5%, followed
by Nick at Nite
(1.3 million, down 13%),
TNT (1.3 million, down
2%) and USA (1.3 million,
down 3%).

Basic-cable networks commanded a higher household
share of television usage during the second quarter
than their broadcast brethren.

Ad-supported basic-cable channels are projected to
average a flat 64 household
share during the second
quarter, well ahead
of the flat 34 household
share the big four broadcast
networks averaged
during the period, according
to Turner.

Four of TNT’s Miami
Heat-Chicago Bulls NBA
Eastern Conference finals
telecasts finished as the
most-watched shows for
the quarter. A fifth game
was topped only by CNN’s
May 1 coverage of President
Obama’s speech
regarding the death of Osama
Bin Laden.


Editor’s Note: USA’s fiveyear
quarterly ratings
streak does not take into
account 24-hour sports
network ESPN’s five consecutive
years of fourthquarter
wins, due mainly
to its highly rated
Monday
Night Football telecasts,
or ad-free Disney
Channel’s third-quarter
2007 win, supported by
the tween-targeted network’s
18 million viewer
premiere for original
movie High School Musical
2.