TNT, Lifetime Wear Primetime Crown

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Turner Network Television and Lifetime Television shared basic cable's primetime diadem last week.

The Turner Broadcasting System Inc. general-entertainment network, boosted by its National Basketball Association playoffs coverage, and the women's-oriented
channel each posted a 1.8 average in primetime during the period of May 7 through 13, according to a Turner Entertainment Research analysis of Nielsen Media Research data.

TBS Superstation, Nickelodeon and Cartoon Network finished in a deadlock for third, all averaging a 1.6. Rounding out the top 10: USA Network at a 1.5; ESPN and A&E Network, each at 1.1; Discovery Channel with a 1.0; and TNN: The
National Network, MTV: Music Television and The History Channel knotted at a 0.9 average.

On a total-day basis, Nickelodeon continued its dominance, notching a 1.3, according to the Turner analysis. Lifetime was second at a 1.1. From there it was the Turner show, as TBS and Cartoon finished at 1.0 and TNT was fifth with a
0.9 average.

A look at the key demos in primetime shows that TNT ranked first among adults 18 through 49 (1.09 million) and adults 25 through 54 (1.14 million), ahead of TBS, which was watched by 983,000 and 977,000 members of those sets,
respectively.

As alluded to earlier, TNT benefited from NBA playoff action, with a trio of contests -- Los Angeles Lakers vs. Sacramento Kings May 11, Philadelphia 76ers vs. Toronto Raptors earlier that night and San Antonio Spurs vs. Dallas Mavericks May 9 -- finishing fourth, seventh and ninth among adults 18 through 49 last week.

Meanwhile, those three contests were joined by the Spurs-Mavs matchup May 7 as four of the top 10 shows among the 25-through-54 set over that span.

Similarly, NBA games on TBS also scored well among those demographic groups. The Lakers-Kings May 8 and the Charlotte Hornets-Milwaukee Bucks battle earlier that evening were the third- and fifth-highest-rated programs among the 18-through-49 crowd, while they finished third and seventh with the older demo group.

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