It looks like basic cable has a couple of series hits on its hands with
The Osbournes and The Shield.
MTV: Music Television's The Osbournes, tracking the real-life
eccentricities of heavy-metal rocker Ozzy Osbourne and his family, continued its
upward trend among households and the network's key 18-through-34 audience.
The skein's third installment March 19 recorded a 3.6 household average from
10:30 p.m. to 11 p.m., versus a 3.2 March 12 and a 2.8 for its debut March 5,
according to Nielsen Media Research.
Among adults 18 through 34, Ozzy and brood registered a 5.0 in its most
recent incarnation, up from a 4.1 and a 3.4 on the respective earlier dates.
Meanwhile, FX's gritty new cop drama, The Shield, notched a 3.7
household rating for its second installment March 19, a drop of just 10 percent
from its 4.1 rating March 12, the highest opener for any scripted series in the
The second episode attracted 4 million viewers from 10 p.m. to 11 p.m.
Among key demos, The Shield's first two premiere plays averaged a 3.0
among adults 18 through 49, a 3.7 among men 18 through 49, a 2.4 among women 18
through 49, a 4.1 among men 25 through 54 and a 2.7 among women 25 through