Strong ratings performances from two MTV: Music Television original reality
series helped the network to a surprise win in the key adult 18-through-34
demographic last week.
MTV finished first among adults 18 through 34, averaging 504,000 viewers
between March 4 and 10, paced by a strong performance from its March 6 premiere
of The Osbournes, according to a Turner Entertainment Research analysis
of Nielsen Media Research data.
The show -- which follows the real-life drama of Ozzy Osbourne, his wife and
two of his three kids -- garnered a 2.8 rating, setting an MTV ratings record
for a series premiere.
Another MTV reality series, Real World XI, posted an impressive 3.4
rating for its March 5 episode, tying for third among the week's highest-rated
Matching Real World XI'sperformance was ESPN's March 3 debut
of Season on the Brink. The controversial tele-film, showcasing former
Indiana University college-basketball coach Bobby Knight, helped the network to
a seventh-place showing among basic networks in primetime for the week.
ESPN, though, could only climb as high as fifth place (for adults 25 through
54) among all key adult-demographic categories.
On a household basis, Lifetime Television finished first for the week in
primetime with a 2.4 rating and grabbed the top spot in both the adult
18-through-49 and 25-through-54 demographic categories.
Rounding out the top 10 in primetime: Nickelodeon (1.9), Turner Network
Television (1.8), TBS Superstation (1.5), USA Network (1.5) Cartoon Network
(1.6), ESPN (1.2), Fox News Channel (1.3) Discovery Channel (1.1) and A&E
Nickelodeon finished first in total day for the week with a 1.6