April wasn't the cruelest month as far as the Nielsens for Lifetime
Television, MTV: Music Television and USA Network.
Lifetime was first among households during the month, averaging a 2.2
primetime rating, up 16 percent from April 2001. The distaff-skewing network
also led the way among adults 25 through 54, averaging 1.08 million of those
viewers, according to a Turner Entertainment Research analysis of Nielsen Media
Fueled by white-hot series The Osbournes and Real World XI, MTV
was first among adults 18 through 34, averaging 597,000 viewers, while USA was
basic cable's best among adults 18 to 49, grabbing 992,000 of those watchers on
average, just 2,000 ahead of second-place Turner Network Television.
Back on the household beat, Nickelodeon was second for the period of April 1
through 28 with a 1.9 household average, a 19 percent gain from the prior-year
period. TBS Superstation and TNT (both ahead 13 percent) were tied with USA
(flat) for third at a 1.7 apiece.
Rounding out the top 10: Cartoon Network, down 6 percent to a 1.6; Fox News
Channel (up 71 percent) and MTV (up 33 percent), each at a 1.2; and A&E
Network and Discovery Channel, both down 8 percent to a 1.1 average.
For its part, Cable News Network saw its ratings grow 50 percent in April to
a 0.9 average in primetime.
Among the other big household gainers in primetime during April: TV Land, up
43 percent to a 1.0 rating; ABC Family, ahead 29 percent to a 0.9; FX, a 13
percent advance to a 0.9; Courtroom Television Network and Lifetime Movie
Network, both with 17 percent growth to a 0.7; Food Network, a 20 percent gain
to a 0.6; ESPN2 and Game Show Network, each registering 25 percent increases to
a 0.5; and Bravo, up 33 percent to a 0.4
Those on the down side in primetime included The History Channel and TNN: The
National Network, both off 10 percent to a 0.9; and CNBC, Travel Channel and
VH1, all down 25 percent to a 0.3.
Gauged on a total-day basis, Nickelodeon was the household leader with a 1.5
average, up 7 percent from April 2001. Lifetime was second, ahead 8 percent to a
1.3, while the Turner trio of Cartoon (even) TBS (up 11 percent) and TNT (13
percent amelioration) ranked third, fourth and fifth with a 1.1, 1.0 and 0.9,
Among adults 18 through 49 and 25 through 54, Lifetime was first on a 24-hour
basis, followed by TBS and TNT with both groups.
Episodes of The Osbournes accounted for three of the four
highest-rated shows of the month. The April 23 installment grabbed a
month-leading 5.9 household rating.
World Wrestling Federation Entertainment Inc. fare on TNN claimed six of the
top 10 positions, including the second spot April 1 with a 5.2 (the other two
Osbournes episodes matched that mark).
Lifetime's original film, We Were the Mulvaneys, also broke into the
top 10 with a 4.7 April 8.