Several weeks remain in Nielsen 2010, but USA Network has declared itself cable's primetime
victor among ad-supported channels for a fifth consecutive year with number of key Nielsen metrics.
The "characters" network, pointing to data through the Sunday Dec. 5, said
it will sit again atop primetime in 2010 among ad-supported cable networks with total viewers, persons 18 to 49 and adults 25 to 54.
Officials at USA, citing Nielsen data, said the NBC Universal service had
averaged 3.14 million watchers through the aforementioned date, giving it a 22%
edge over second-ranked Disney Channel.
That network may dispute USA's claim of taking home a fifth-straight
Nielsen crown here: In 2007, commercial-free Disney Channel averaged 2.70 million watchers in
primetime, versus 2.67 million for USA.
Gauged on a household basis, USA has averaged 2.37 million thus far in 2010,
27% more than Disney, while posting a 2.38 cable rating.
From a demo perspective, USA averaged 1.33 million adults 25-to-54 viewers,
which it says is 21% more than ESPN, and 1.23 million persons 18 to 49, 11%
greater than the sports programmer.
In 2010, USA said it delivered at least half of the top 10 shows in cable
among persons 18 to 34 and 18 to 49, adults 25 to 54, total viewers and households.
USA extolled the performances of Monday night staple, WWE Raw, returning
original series Burn Notice, Royal Pains, White Collar and Psych, which changed
from Friday to Wednesday nights. It said newcomer Covert Affairs was the No. 1
new series on cable in summer 2010 among persons 18 to 49 (2.97 million) and
the medium' top-scripted series on Tuesdays among adults 25 to 54 (3.22
million), persons 18 to 49, viewers (7.05 million) and households (5.07