Theatricals Turn Adult Demos

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Theatricals drove USA Network, TBS Superstation and Turner Network Television
to the top of the key adult-demographic heap in primetime last week.

USA was first among adults 18 through 34, averaging 571,000 of those viewers
between Feb. 25 and March 3, according to a Turner Entertainment Research
analysis of Nielsen Media Research data.

That performance was fueled by a strong showing by Lake Placid March
3, as the film ranked third among this group and sixth among households for the
week. USA also finished second with adults 18 through 49 in the period.

Julia Roberts warhorse Pretty Woman helped to push TBS to the top of
that group, averaging 1.13 million viewers 18 through 49, as well as among
adults 25 through 54 with 1.17 million watchers.

The movie, also airing March 3, ranked third among households and the groups
listed above. It came in fourth among adults 18 through 34.

TBS also benefited from the March 3 premiere of original film Dead in a
Heartbeat
, which produced a 3.2 household rating and was the leading
original basic-cable movie among the three adult demos.

For its part, TNT -- which finished second among adults 25 through 54 and
third with adults 18 through 49 -- was lifted by its March 3 presentation of
Clint Eastwood's Pale Rider.

The movie, fourth in households for the week, ranked sixth and seventh among
adults 18 through 49 and 25 through 54, respectively.

On a household basis, Lifetime Television was first in primetime, according
to the Turner analysis, with a 2.1 average, ahead of TNT's and Nickelodeon's
1.9. TBS and USA were tied for third with a 1.7 apiece.

Rounding out the top 10: Cartoon Network (1.6); Fox News Channel (1.3);
Discovery Channel and A&E Network (1.2); and TNN: The National Network and
The Learning Channel at 1.0.

Cable News Network finished with a 0.9 average in primetime.

Bolstered by animated cynosure SpongeBob SquarePants -- which claimed
14 of the top 50 programming slots -- Nick was first in total day, averaging a
1.6.

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