ESPN's Power Sweep11/03/2006 7:00 PM Eastern
While seven of cable's top 10 networks suffered erosion, ESPN scored a major ratings gain during October behind the power of its Monday Night Football franchise.
MNF accounted for the top five shows during the month — notably the medium's best-ever numbers of a 12.8 rating, 16 million viewers and 11.8 million households for its Oct. 23 presentation of the National Football League contest between the New York Giants and Dallas Cowboys. As a result, ESPN registered a 21% gain to a 2.9 cable primetime household rating average from Sept. 25-Oct. 29.
That gave the total sports network a half-point edge over sister service Disney Channel's 2.4 mark. That was even with Disney's October average last year, according to a Disney ABC Cable Networks analysis of Nielsen Media Research data.
Elsewhere, there was mostly downward motion among the medium's primetime top-10 performers.
Third-ranked USA Network was off 5% from a 2.1 in October 2005 to a 2.0. Sister services TNT and Cartoon Network placed fourth and fifth, respectively, with a 1.7 (down 11% from a 1.9) and a 1.3 (a 13% decrease to a 1.5).
A trio of networks averaged a 1.2, with TBS off 8% from a 1.3, while both Nick at Nite and Fox News Channel declined 20% from a 1.5 in the corresponding month last year.
Hallmark Channel, ahead 10% from a 1.0, and Lifetime Television, which absorbed a 31% hit, completed the top 10, each with a 1.1 average.
|October's Primetime Picks|
|NFL action dominated the month in basic cable, with Flavor of Love and Project Runway leading the series pack:|
|VH1||10/15||Flavor of Love 2||5.4|
|Disney||10/20||Return to Halloweentown||5.3|
|Disney||10/21||Return to Halloweentown||4.3|
|SOURCE: Disney ABC Cable Networks analysis of primetime household ratings from Sept. 25 through Oct. 29.