Lifetime Television lengthened its lead in primetime during August, pacing
basic cable with a 2.2 household average.
That performance during the period from July 30 through Aug. 26 represented a
22 percent jump from the 1.8 the women's skewing channel averaged July 31
through Sept. 3, 2000, according to a Turner Entertainment Research analysis of
Nielsen Media Research data.
Lifetime also held a 22 percent edge over its three nearest competitors in
August, as TBS Superstation, USA Network and Cartoon Network all posted 1.8
averages. Nickelodeon was fifth with a 1.7, followed by Turner Network
Television, which scored a 1.6. Rounding out the top 10: A&E Network at a
1.3; Discovery Channel and ESPN, each with a 1.2; and TNN: The National Network
and The History Channel, each at a 1.0.
However, the ratings news wasn't good overall for the medium in August.
Lifetime aside, only TNN (ahead 43 percent) and History (up 11 percent) rose,
while Discovery was flat. Otherwise, the leading networks all sustained ratings
erosion, with only USA (down 6 percent) and Nickelodeon (off 6 percent) limiting
their shortfalls to the single digits.
On a total-day basis, Nickelodeon extended its reign, registering a 1.5
average despite a 6 percent drop. Lifetime, up 18 percent, was second with a
1.3, besting Cartoon's 1.2 (down 8 percent). Fellow Turner networks TBS (down 17
percent) and TNT (even) ranked fourth and fifth in the 24-hour measurement with
0.9 and 0.8 averages, respectively.
Among key adult demos, USA was first in the 18-through-49 set, averaging
998,000 of these viewers in August, followed by TBS (982,000), Lifetime
(892,000), TNT (886,000) and Discovery (669,000).
Lifetime barely edged out TBS among the 25-through-54 group: The former
averaged 1.003 million viewers, just ahead of the latter's 1 million total. USA
was third (977,000), in front of TNT (964,000) and Discovery