USA Welcomes More Viewers To Its Original Series

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It was a strong Nielsen week for USA Network as its original series, save for one, improved on their viewership and key demo performances from the week before.
Spy series Burn Notice averaged 4.9 million viewers on July 7, up 5% from its June 30 delivery, which may have been impacted by those looking to get an early jump on the Fourth of July weekend. According to Nielsen data, the Thursday night total included 2 million adults 25 to 54 and 1.9 million persons 18 to 49, respective gains of 11% and 13% from the prior week.
Lead-out Suits had very strong retention on Thursday night, keeping 93% of Burn Notice's audience, 94% of its 18-to-49 base and 98% of adults 25 to 54. At 4.5 million watchers, 1.8 million persons 18 to 49 and 1.9 million adults 25 to 54, those numbers represented increases of 16%, 13% and 11% over the series June 30 premiere.

On July 6, Royal Pains saw its average audience inch up 0.3% to 5 million from its June 29 installment. It reached 2.2 million adults 25 to 54, a 7% bump from its season premiere and 2 million persons 18 to 49, an 11% increase. The Hamptons concierge doctor show ranked as cable's top show on Wednesday with those measures, according to officials at USA.

Royal Pains

Although down from the 4.7 million who watched its much publicized debut, rookie Necessary Roughness tackled 4.4 million watching, retaining 94% of its premiere episode. The therapy drama averaged 1.9 million adults 25 to 54 and 1.7 million persons 18 to 49, keeping 91% and 96% of those watchers from its debut.
On Tuesday night, White Collar and Covert Affairs reached new season highs in the aforementioned measures. White Collar collared 4.2 million watchers on July 5, up 13% from the prior week, while the Madison Avenue set advanced 17% to 1.7 million and adults 25 to 54 rose 26% to 1.9 million.
The growth for CIA drama Covert Affairs was even more robust:  viewership jumped 20% to 4.8 million from last week's episode; adults 25 to 54 climbed 27% to 2 million; and there were 17% more persons 18 to 49, or a total of 1.7 million of those watchers.

Gauged against White Collar in the hour before it on July 5, the Piper Perabo-starrer eclipsed its lead-in by 15%, 8% and 6% with viewers, persons 18 to 49 and adults 25 to 54, respectively.