USA Heads Basic in Primetime

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USA Network led the way in primetime for basic cable last week.

Barry Diller's general-entertainment network averaged a 2.0 household rating
from April 9 through 15, according to a Turner Entertainment Research analysis
of Nielsen Media Research data.

Lifetime Television placed second with a 1.8 household average, while Cartoon
Network was third at a 1.7. Nickelodeon finished fourth at a 1.6, ahead of
Turner Broadcasting System Inc.'s TBS Superstation and Turner Network
Television, which tied for fifth with 1.5 averages.

Rounding out the top 10 were Discovery Channel (1.4), A&E Network (1.2),
TNN: The National Network (1.1) and The History Channel (1.0).

On a total-day basis, Nickelodeon continued to set the pace with a 1.4,
besting Lifetime and Cartoon at 1.1 apiece. TBS was fourth at a 0.9, while there
was a logjam for the fifth spot with TNT, USA and A&E all recording a 0.8,
according to the Turner analysis.

As for the key demos, A&E, TBS, TNT, Discovery and Lifetime were the tops
among adults 18-49. The same group also reached the most adults 25-54. However,
the pecking order, according to the analysis, saw USA, Discovery, TNT, TBS and
Lifetime rank first through fifth, respectively.

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