Read it and weep: Big cable is aching

But
even though cable as a whole is growing in viewers, the increasing number of programming options has hurt the ability of larger cable networks to boost their ratings.

Read it and weep:
Big cable is aching

Lifetime is only large network with rise in viewing

By Elizabeth White

    The most popular cable networks became a little less popular last year.
    Five of the top 10 networks in 2000 finished the year with lower primetime household ratings than they had in 1999, including the top two networks, USA and TBS.
     In total day ratings, three of the top 10 networks posted lower numbers for the year, while only one network showed a ratings increase, according to a study by Turner Entertainment Research, using Nielsen data.
    The same downward trend held true for the cable networks most popular among adults 18-49 as well. In primetime, the four highest rated networks-- USA, TBS, TNT, and ESPN-- were less highly rated than they were in 1999.
    For some networks, the causes for decline are obvious.
    USA lost its WWF programming this year, causing a defection of some of its viewers to TNN, which picked up the wrestling shows. And ESPN and TNT have been hurt by sluggish ratings for NFL and NBA games.
     But even though cable as a whole is growing in viewers, the increasing number of programming options has hurt the ability of larger cable networks to boost their ratings.
   In general, the established, general-interest networks like USA and TBS have seen their ratings decline, while younger, more niche-oriented networks like The Cartoon Network and Animal Planet have grown.
    "There’s a shift away from the larger networks toward more niche networks," says Shari Anne Brill, director of programming services at Carat. "It is a little bit of cannibalization."
    The biggest exception to this trend is Lifetime, which grew 10 percent in total day ratings and 6 percent in primetime ratings in 2000. This growth is particularly impressive considering the network gained a direct competitor last year, the Oxygen Network.
    Oxygen turned out not to be much of a threat at all, and analysts attribute Lifetime’s growth to its new focus on original programming.
    Other networks that posted significant total day household ratings were the History Channel, Fox Family Channel, Fox News, Animal Planet, TV Guide Channel, The Food Network and Court TV. All of these networks gained at least a tenth of a rating point.
    During primetime, the Cartoon Network, the History Channel, the Discovery Channel, Fox News, MSNBC, Court TV, Odyssey, and the Travel Channel all gained at least a tenth of a rating point.
   Of course, the year-end ratings for the news channels got a significant boost from the November elections. In the fourth quarter of 2000, Fox News garnered total day household ratings 200 percent higher than 1999’s fourth quarter, MSNBC received ratings 150 percent higher, and CNN saw its ratings go up 75 percent.
    But that was too little too late for CNN. The once-preeminent cable news source still dropped 20 percent in total day ratings from 1999.
   Among adults 18-49, Bravo, the Travel Channel, Court TV, Fox News and MSNBC all increased their total day and primetime audiences more than 50 percent over 1999. The Food Network also increased its primetime adult 18-49 audience by more than 50 percent.

2000 Total Day and Primetime Household Ratings
Total Day Rank	Network	2000 total day rating	% diff from 1999	2000 primetime rating	% diff from 1999
1	NICK	1.5	0	1.7	-11
2	TBS	1.1	-8	1.9	-5
2	LIF	1.1	+10	1.7	+6
2	TOON	1.1	0	1.8	+13
5	A&E	0.9	0	1.4	0
5	USA	0.9	-10	2.1	-13
5	TNT	0.9	-10	1.6	-16
8	ESPN	0.7	0	1.5	-12
9	DISC	0.6	0	1.2	+9
9	MTV	0.6	0	0.9	0
9	HIST	0.6	+20	0.9	+13
12	AMC	0.5	n/a	0.9	n/a
12	FX	0.5	0	0.7	0
12	WGNC	0.5	0	0.7	-22
12	TVLD	0.5	0	0.7	-13
16	CNN	0.4	-20	0.8	0
16	TLC	0.4	-20	0.9	0
16	TNN	0.4	0	0.8	0
16	SCIF	0.4	0	0.9	+13
16	CMDY	0.4	0	0.7	0
16	CNBC	0.4	0	0.4	-20
16	FAM	0.4	+33	0.8	-11
16	HGTV	0.4	0	0.6	-14
16	FOXN	0.4	+33	0.7	+40
16	TDSN	0.4	n/a	0.6	n/a
26	TWC	0.3	0	0.3	-25
26	EN	0.3	0	0.5	0
26	BET	0.3	0	0.5	0
26	MSNB	0.3	0	0.5	+25
26	VH1	0.3	0	0.5	0
26	APL	0.3	+50	0.5	0
26	TVGC	0.3	+50	0.5	0
26	FOOD	0.3	+50	0.4	0
26	CORT	0.3	+50	0.6	+50
26	GAME	0.3	-25	0.4	-20
36	ESP2	0.2	0	0.5	0
36	HLN	0.2	0	0.2	0
36	CMT	0.2	-33	0.3	0
36	BRAV	0.2	+100	0.3	0
36	ODSY	0.2	+100	0.3	+50
41	TRAV	0.1	0	0.3	+50
Source: Turner Entertainment Research from Nielsen data

-Elizabeth White is a staff writer for Media Life.

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