Women ruled basic cable's ratings roost last week.
Lifetime Television was the top-rated network in primetime once again, as the
premiere episodes of two of its Sunday-night dramas, Any Day Now and
Strong Medicine, ranked as the medium's two highest-rated series.
Moreover, the first installment of Turner Network Television's Mists of
Avalon miniseries -- a take on the Camelot legend from a female perspective
-- was the leading primetime program overall during the July 9 through 15 span,
according to a Turner Entertainment Research analysis of Nielsen Media Research
Averaging a 2.1, Lifetime led the way in primetime, besting TBS
Superstation's 1.9. Turner sister networks TBS Superstation and Cartoon Network
were tied for third, each earning a 1.8, while USA Network and Nickelodeon were
knotted in fifth at a 1.5 apiece.
Rounding out the top 10: Discovery Channel with a 1.4 rating; ESPN and
A&E Network, both with a 1.2; and American Movie Classics at a 1.1.
Turner channels headed the pack in the key adult demo races. TBS was first
among the 18-through-49 set, averaging 1.09 million viewers, and second among
adults 25 through 54 with 1.07 million watchers last week. TNT, with nearly 1.18
million, finished first among the 25-through-54 group and placed second among
those ages 18 through 49, attracting 1.06 million viewers on average.
TNT's performance benefited in large part from the week's leading show,
Mists of Avalon, which scored a 5.6 household rating (4.6 million
households) during its July 15 debut from 8 p.m. to 10 p.m. That performance
marked the best miniseries premiere in TNT history.
The show and its second run later that night from 10 p.m. to midnight ranked
first and seventh among adults 25 through 54 and third and seventh with the
Lifetime's victory in households emanated in large part from its strong
showing July 15, which featured a sneak preview of its Lifetime Movie Network
Airing during the preview, acquired movie fare The Perfect Wife
generated basic cable's fifth-highest rating of the week with a 3.8 average from
4 p.m. to 6 p.m. that day, while In My Sister's Shadow and Deceived by
Trust were eighth and 10th with a 3.6 and 3.0, respectively.
Later that night, the fourth-season premiere of Any Day Now also
scored a 3.2 from 10 p.m. to 11 p.m., while the second-season opener of
Strong Medicine averaged a 3.0 two hours earlier. Those Nielsens were the
highest and second-strongest ever for the series,