Lifetime Television may have won July's primetime cable-network ratings race,
but the female-targeted network was definitely looking over its shoulder as USA
Network and Turner Network Television turned in strong July performances.
Lifetime averaged a 2.0 rating for the July 1 through 28 period, according to
Turner Entertainment Research's analysis of Nielsen Media Research figures.
Lifetime has finished first each month of 2002, but the network's 5 percent
ratings decline in July marked its first of the year, despite strong
performances from new episodes of Strong Medicine and The
Division, as well as the debut of For the People.
Buoyed by the continued strong performances of The Dead Zone and the
premiere of quirky detective series Monk, USA averaged a 1.9 rating for
the month, up 12 percent from last year, according to Nielsen. USA also took top
honors in the key adult 18-through-49 and 25-through-54 demographics for the
Buoyed by an impressive 4.8 rating for original movie Door to Door,
TNT finished third with a 1.8, an increase of 13 percent from July 2001.
Tying for fourth with 1.7 ratings were TBS Superstation (flat) and
Nickelodeon (down 6 percent).
Nickelodeon once again finished first in total-day ratings with a 1.6, up 14
percent, followed by Lifetime (1.2 rating, flat), Cartoon Network (1.2, up 9
percent), TBS (1.0, flat) and TNT (0.9, flat).
Fox News Channel won the news-network ratings wars scoring a 1.1 primetime
rating, up 38 percent from last July's 0.8 average. Cable News Network grew 29
percent to a 0.9 rating. MSNBC -- which bowed its highly publicized reformatted
primetime lineup in midmonth -- could only match last year's 0.4 rating for all