The broadcast networks have had a dreadful start to the summer season, with combined ratings for the Big Four networks down 12 percent compared with the same week last year, and a number of new shows, including Fox’s “On the Lot” and CBS’s “Creature Comforts,” bombing.
Even event programming, like NBC’s Stanley Cup Finals and ABC’s Scripps National Spelling Bee, is down noticeably from last year.
But while broadcast has struggled, cable is soaring. A bunch of new shows debuted to record ratings last week, and the final non-broadcast game of the National Basketball Association playoffs jumped to cable’s best ratings of the season.
This once again affirms that, come summertime, viewers are conditioned to look to cable for original programming. Though the broadcast networks have been offering an increasing amount of original summer content the past few years, much of it is low-cost, low-concept reality programming like talent contests.
Cable waits until summer to debut its most promising content, knowing it will face less competition than during the regular season, when broadcast had 99 of the top 100 shows, according to the Television Advertising Bureau.
Lifetime, USA Network, History Channel, Food Network and ESPN all set records last week.
Lifetime’s “Army Wives,” a drama about the spouses left behind during the Iraq War, had the 23-year-old network’s best-ever debut in total viewers, averaging 3.5 million.
In the Sunday 10 p.m. slot, “Wives” finished first in on basic cable with women 18-49, the network’s best showing in the slot since January 2004.
It likely got a boost from an extensive online push, in which the network debuted a full program on the web for the first time. The network said traffic to the “Wives” page on Lifetime.tv was the highest for any show since last summer’s “The Fantasia Barrino Story: Life Is Not a Fairy Tale,” the network’s No. 2 movie ever.
USA also had a high-profile launch with “The Starter Wife,” starring “Will & Grace” Emmy winner Debra Messing in her first show since “Will” ended a year ago. “Wife” became the year’s biggest basic cable debut among adults 18-49 and USA’s best premiere ever on a Thursday night in that demographic.
The show, in which Messing plays a Hollywood woman struggling to right her life after being jilted by her movie producer husband, averaged 2.9 million 18-49s and 5.4 million total viewers last Thursday at 9 p.m. It also did particularly well among women 25-54, where it won its timeslot on cable.
The debut of “The Universe” on History Channel last Tuesday became the network’s top series premiere in 25-54s, averaging 796,000, and 18-49s, averaging 777,000. No doubt the series got a boost from heavy advertising the previous night, when the record-breaking “Star Wars: The Legacy Revealed” became History’s most-watched show of all time in 25-54s (1.8 million) and 18-49s (1.7 million).
Veteran series also did well Sunday. ESPN's "Sunday Night Baseball" had its best performance among households with the Yankees-Red Sox game, and the third-season premiere of Food Network's "Next Food Network Star" was its most-watched show ever with 4.7 million viewers.
Finally, though the NBA playoffs have been down compared with last year, Saturday’s Eastern Conference Finals finale boosted TNT to the year’s best numbers on basic cable among several key demographics and total viewers.
The Detroit Pistons-Cleveland Cavaliers game averaged 7.4 million total viewers, 3.99 million 18-49s, 3.77 million 25-54s and 2.05 million 18-34s.
Meanwhile, in other cable ratings for the week ended June 3:
Top five networks in primetime (18-49s): TNT, USA, ESPN, TBS, MTV
Top five networks in primetime (total viewers): TNT, USA, ESPN, Lifetime, TBS
Top movie (18-49s): USA’s “Pirates of the Caribbean” (Sunday, 8 p.m.) 1.67 million
Top sporting event (total viewers): TNT’s “NBA Playoffs: Pistons-Cavaliers” (Saturday, 9:26 p.m.) 7.41 million
Shows making the top 10 among 18-34s, 18-49s and 25-54s: TNT’s “NBA Playoffs: Pistons-Cavaliers” (Saturday, 9:26 p.m.); TNT’s “NBA Playoffs: Cavaliers-Pistons” (Thursday, 8:19 p.m.); TNT’s “NBA Playoffs: Pistons-Cavaliers Pre-Game” (Saturday, 9:08 p.m.); TNT’s “NBA Playoffs: Pistons-Cavaliers Pre-Pre-Game” (Saturday, 8:33 p.m.); TNT’s “NBA Playoffs: Pistons-Cavaliers” (Tuesday, 8:19 p.m.); USA’s “The Starter Wife” (Thursday, 9 p.m.); ESPN’s “Sunday Night Baseball: Yankees-Red Sox” (Sunday, 8 p.m.)
Show on the rise: MTV’s “MTV Movie Awards,” Sunday 8 p.m. The show’s first-ever live airing drew 3.64 million total viewers, up 13 percent from last year’s 3.22 million, though it was the second-lowest total since 1998 for the awards program.
Show on the decline: USA’s “WWE Entertainment,” Monday 10 p.m. The show’s viewership dipped by 1 million week to week against strong competition from ESPN’s NBA playoffs, Memorial Day marathons and History’s “Star Wars” special.
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TOP 25 AD-SUPPORTED CABLE NETWORKS
Ranked on Household Rating
Week Ending June 3 |
|
Rank |
Primetime |
Total Day |
|
Net |
(000) |
Net |
(000) |
|
1
|
TNT
|
2503
|
NICK
|
1519
|
|
2
|
USA
|
2313
|
TNT
|
1183
|
|
3
|
ESPN
|
1646
|
USA
|
1079
|
|
4
|
LIF
|
1308
|
NAN *
|
1052
|
|
5
|
TBSC
|
1204
|
ADSM*
|
1046
|
|
6
|
TOON
|
1112
|
TOON
|
972
|
|
7
|
AEN
|
1051
|
LIF
|
760
|
|
8
|
FOXN
|
1032
|
ESPN
|
728
|
|
9
|
SPK
|
1013
|
TBSC
|
728
|
|
10
|
NAN
|
995
|
AEN
|
655
|
|
11
|
CMDY
|
967
|
FOXN |
604
|
|
12
|
MTV
|
962
|
SPK
|
594
|
|
13
|
DISC
|
947
|
DISC
|
586
|
|
14
|
CORT
|
903
|
MTV
|
551
|
|
15
|
HGTV
|
902
|
CMDY
|
549
|
|
16
|
HIST
|
885
|
HGTV
|
517
|
|
17
|
HALL
|
859
|
HALL
|
513
|
|
18
|
AMC
|
855
|
HIST
|
508
|
|
19
|
SCIF
|
850
|
FX
|
504
|
|
20
|
FX
|
770
|
CORT
|
501
|
|
21
|
TLC
|
736
|
TVLD
|
486
|
|
22
|
FAM
|
709
|
AMC
|
485
|
|
23
|
TVLD
|
703
|
FAM
|
468
|
|
24
|
FOOD
|
663
|
FOOD
|
457
|
|
25
|
CNN
|
649
|
SCIF
|
435
|
|
* Network broadcasts less than 51% of minutes in a 24-hour day.
Source: Turner Entertainment Research based on data from Nielsen Media Research.
|
|
TOP 25 AD-SUPPORTED CABLE PROGRAMS
Ranked on Households
Week Ending June 3 |
|
Rank
|
Program |
Net
|
(000) |
|
1
|
Pistons/Cavaliers
|
TNT
|
5495
|
|
2
|
Cavaliers/Pistons
|
TNT
|
4489
|
|
3
|
Pistons/Cavaliers
|
TNT
|
4348
|
|
4
|
The Starter Wife
|
USA
|
4078
|
|
5
|
Yankees/Red Sox
|
ESPN
|
3985
|
|
6
|
Pistons/Cavaliers
|
TNT
|
3688
|
|
7
|
Pistons/Cavaliers
|
TNT
|
3598
|
|
8
|
Spurs/Jazz
|
ESPN
|
3277
|
|
9
|
WWE Entertainment
|
USA
|
3056
|
|
10
|
WWE Entertainment
|
USA
|
3017
|
|
11
|
Jazz/Spurs
|
ESPN
|
3006
|
|
12
|
Law & Order
|
TNT
|
2832
|
|
13
|
Army Wives
|
LIF
|
2705
|
|
14
|
Spongebob
|
NICK
|
2696
|
|
15
|
2007 MTV Movie Awards
|
MTV
|
2611
|
|
16
|
Spongebob
|
NICK
|
2553
|
|
17
|
Law & Order
|
TNT
|
2508
|
|
18
|
Inside The NBA Playoffs
|
TNT
|
2506
|
|
18
|
Fairly Odd Parents
|
NICK
|
2506
|
|
20
|
House
|
USA
|
2457
|
|
21
|
Family Guy
|
ADSM
|
2450
|
|
22
|
Spongebob
|
NICK
|
2367
|
|
23
|
Spongebob
|
NICK
|
2344
|
|
24
|
Deadliest Catch
|
DISC
|
2320
|
|
25
|
Larry The Cable Guy Morning Constitutions
|
CMDY
|
2317
|
|
Source: Turner Entertainment Research based on data from Nielsen Media Research.
|
|
TOP 10 AD-SUPPORTED CABLE NETWORKS
Adults 18-34
Week Ending June 3 |
|
Rank |
PRIME TIME |
TOTAL DAY |
|
Net |
(000) |
Net |
(000) |
|
1
|
TNT
|
787
|
ADSM*
|
495
|
|
2
|
USA
|
736
|
TNT
|
365
|
|
3
|
MTV
|
648
|
USA
|
327
|
|
4
|
ESPN
|
480
|
MTV
|
315
|
|
5
|
TBSC
|
450
|
NICK
|
298
|
|
6
|
CMDY
|
427
|
TBSC
|
272
|
|
7
|
SPK
|
345
|
NAN *
|
266
|
|
8
|
DISC
|
332
|
ESPN
|
257
|
|
9
|
FX
|
307
|
CMDY
|
251
|
|
10
|
AEN
|
297
|
DISC
|
222
|
|
* Network broadcasts less than 51% of minutes in a 24-hour day.
Source: Turner Entertainment Research based on data from Nielsen Media Research.
|
|
TOP 10 AD-SUPPORTED CABLE SHOWS
Adults 18-34
Week Ending June 3 |
|
Rank |
PROGRAM |
NET |
(000) |
|
1
|
Pistons/Cavaliers
|
TNT
|
2050
|
|
2
|
2007 MTV Movie Awards
|
MTV
|
1823
|
|
3
|
Cavaliers/Pistons
|
TNT
|
1714
|
|
4
|
Pistons/Cavaliers
|
TNT
|
1443
|
|
5
|
Family Guy
|
ADSM
|
1438
|
|
6
|
Reunited:Real World Vegas
|
MTV
|
1388
|
|
7
|
Pistons/Cavaliers
|
TNT
|
1330
|
|
8
|
Pistons/Cavaliers
|
TNT
|
1257
|
|
9
|
The Starter Wife
|
USA
|
1244
|
|
10
|
Yankees/Red Sox
|
ESPN
|
1234
|
|
Source: Turner Entertainment Research based on data from Nielsen Media Research.
|
|
TOP 10 AD-SUPPORTED CABLE NETWORKS
Adults 18-49
Week Ending June 3 |
|
Rank |
PRIME TIME |
TOTAL DAY |
|
Net |
(000) |
Net |
(000) |
|
1
|
TNT
|
1611
|
TNT
|
758
|
|
2
|
USA
|
1575
|
USA
|
691
|
|
3
|
ESPN
|
996
|
ADSM*
|
634
|
|
4
|
TBSC
|
895
|
TBSC
|
517
|
|
5
|
MTV
|
808
|
ESPN
|
481
|
|
6
|
CMDY
|
747
|
NICK
|
459
|
|
7
|
DISC
|
735
|
NAN *
|
456
|
|
8
|
SPK
|
683
|
DISC
|
437
|
|
9
|
AEN
|
641
|
CMDY
|
418
|
|
10
|
LIF
|
628
|
LIF
|
406
|
|
* Network broadcasts less than 51% of minutes in a 24-hour day.
Source: Turner Entertainment Research based on data from Nielsen Media Research.
|
|
TOP 10 AD-SUPPORTED CABLE SHOWS
Adults 18-49
Week Ending June 3 |
|
Rank |
PROGRAM |
NET |
(000) |
|
1
|
Pistons/Cavaliers
|
TNT
|
2050
|
|
2
|
2007 MTV Movie Awards
|
MTV
|
1823
|
|
3
|
Cavaliers/Pistons
|
TNT
|
1714
|
|
4
|
Pistons/Cavaliers
|
TNT
|
1443
|
|
5
|
Family Guy
|
ADSM
|
1438
|
|
6
|
Reunited:Real World Vegas
|
MTV
|
1388
|
|
7
|
Pistons/Cavaliers
|
TNT
|
1330
|
|
8
|
Pistons/Cavaliers
|
TNT
|
1257
|
|
9
|
The Starter Wife
|
USA
|
1244
|
|
10
|
Yankees/Red Sox
|
ESPN
|
1234
|
|
Source: Turner Entertainment Research based on data from Nielsen Media Research.
|
|
TOP 10 AD-SUPPORTED CABLE NETWORKS
Adults 25-54
Week Ending June 3 |
|
|
PRIME TIME |
TOTAL DAY |
|
Rank
|
Net |
(000) |
Net |
(000) |
|
1
|
TNT
|
1567
|
TNT
|
736
|
|
2
|
USA
|
1535
|
USA
|
667
|
|
3
|
ESPN
|
995
|
TBSC
|
464
|
|
4
|
TBSC
|
830
|
ESPN
|
439
|
|
5
|
DISC
|
762
|
DISC
|
416
|
|
6
|
CMDY
|
681
|
LIF
|
414
|
|
7
|
LIF
|
674
|
NAN *
|
409
|
|
8
|
SPK
|
670
|
AEN
|
401
|
|
9
|
AEN
|
661
|
SPK
|
384
|
|
10
|
SCIF
|
656
|
NICK
|
372
|
|
* Network broadcasts less than 51% of minutes in a 24-hour day.
Source: Turner Entertainment Research based on data from Nielsen Media Research.
|
|
TOP 10 AD-SUPPORTED CABLE SHOWS
Adults 25-54
Week Ending June 3 |
|
Rank |
PROGRAM |
NET |
(000) |
|
1
|
Pistons/Cavaliers
|
TNT
|
3770
|
|
2
|
Pistons/Cavaliers
|
TNT
|
2770
|
|
3
|
Cavaliers/Pistons
|
TNT
|
2762
|
|
4
|
The Starter Wife |
USA
|
2757
|
|
5
|
Yankees/Red Sox
|
ESPN
|
2527
|
|
6
|
Pistons/Cavaliers
|
TNT
|
2429
|
|
7
|
Pistons/Cavaliers
|
TNT
|
2324
|
|
8
|
Spurs/Jazz
|
ESPN
|
2215
|
|
9
|
Deadliest Catch
|
DISC
|
2185
|
|
10
|
Larry The Cable Guy Morning Constitutions
|
CMDY
|
1954
|
|
Source: Turner Entertainment Research based on data from Nielsen Media Research.
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