For USA, growing a cast of characters

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Cable
For USA, growing a cast of characters
By Kevin Downey
Apr 11, 2008 - 7:41:54 AM

With cable upfront presentations kicking off this month, Media Life will carry a series of network profiles with information important to media buyers and planners heading into negotiations. This is the eighth in the series. Previous articles can be found in the Cable Department.

It was only a few years ago that it was enough to be a big cable network like TNT or USA or TBS, drawing in viewers with reruns from the broadcast networks. Brand wasn't an issue. Size was. Everyone was growing.

But then brand did become an issue as smaller, niche players like Food Network began seeing huge growth spurts.

USA in particular seemed to be struggling with what it was and what it would become, stepping on its tail often as not.

That's all changed. The past few years have seen the big cable networks latch onto clearer brands, first TNT as the drama network, followed by TBS as the comedy network.

Then in 2006, USA pegged its identity to the tagline “Characters Welcome,” hung largely around "Monk," its first successful original series, by then several years old. And in the time since it's been loading up on other original series that fit that brand, including spy drama “Burn Notice” and last year’s miniseries “Starter Wife” with “Will & Grace’s” Debra Messing, which returns in October as a series.

“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.

A LOOK AT USA Launched in 1980
Parent Company	NBC Universal
No. of subscribers	96 million
Median viewer age	46 years old
Average primetime viewers	2,890,000
Average total-day viewers	1,320,000
Avg. primetime 18-49 viewers	1,266,000
Avg. total-day 18-49 viewers	604,000
Target audience	Adults 18-49, Adults 25-54, Adults 18-34
Main Competitors	USA is No. 1 in most demographics. It competes with broadcast networks and big cable outlets like TNT, TBS, Lifetime and FX.
Upfront presentation	March 26 in New York City; various dates/cities.
Source: Nielsen Media Research, 1^{st Qtr. 2008}

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