“USA has been around for a long time and was a thriving commercial operation but it obviously wasn’t going through boom times a few years ago,” says Jeff Wachtel, executive vice president of original programming at USA.

“Our challenge was different from other networks. It was to bring a freshness to the place, which we did with our originals.”

It’s paid off.

USA is heading in the upfront ad market later this spring No. 1 in total viewers, 18-49s, 25-54s and No. 2 behind only TBS in 18-34s.

“They developed their brand positioning about two years ago, which gave them a needed identity,” says Christine Olson, vice president and cable activation director at Starcom. “They followed through with originals that fit that identity that have generated buzz and ratings.”

That broader identity gives USA a key advantage: More than any other cable network, it's in a position to mimic and compete with the broadcast networks in the range and diversity of its programming.

The network’s identity
USA is a mass network that reaches viewers in every major demographic with original series where the characters are the main draw, like “Monk” and WWE wrestling show “Monday Night Raw.”

The network’s target audience
USA’s viewers have a median age of 46 years old, positioning it nicely in both the 18-49 and 25-54 demographics. Though weaker in young adults, it has shows like “Raw” that appeal to this group.

The network’s ratings
USA was No. 1 in primetime in first quarter in total viewers with 2.9 million people. That's larger than the CW’s audience on broadcast. Indeed, in total viewers USA trails only the Big Four broadcast networks and Univision.

In 18-49s and 25-54s, USA was also No. 1 with an audience in each of just under 1.3 million, and both were up by mid-single-digit percentages.

In 18-34s, it ranked No. 2 with 571,000 viewers, up 4 percent.

USA faces several likely setbacks. Its growth in 18-49s is being outpaced by TBS and in 25-54s by TNT. But slipping to No. 2 in either, while meaning a loss of bragging rights, won't hurt it the least among advertisers. Says Olson: “They’re a top network. That’s appealing in and of itself.”

The network’s competitive set
Because of its size and range of programming, USA competes for advertising with both the broadcast networks and the other larger cable networks, from TBS and TNT to FX, A&E, Spike and Lifetime.

What’s new for 2008/09
USA is bringing back a bunch of shows this summer like “Monk” and “Psych” and it’s premiering new shows such as “In Plain Sight,” about a U.S. marshal working in the witness protection program.

The network has several other shows in the works, such as “Nanny Files,” about a nanny who solves crimes, and “Thank You for Smoking,” based on the movie.

The network’s upfront outlook
On a scale of 1 to 5, with 5 being excellent: 4.5.

USA has a huge advantage over most other cable networks heading into the upfront ad market. It can tout great ratings in whatever demographic a specific advertiser is targeting. And its ratings are trending up.

USA has also latched onto an identity that advertisers like and that at the same time allows it to grow in whatever direction it chooses.

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