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Olympics ahead
Primetime viewership was up 5.2% in final week
By Mike Jasik
NBC may have exceeded all expectations in its Olympic coverage, especially in capturing the younger viewers who had been drifting away from the Games, but once again the network's performance did not come at the expense of cable.
Ad-supported cable's primetime household audience actually grew 5.2 percent last week, the final week of the Olympics, from the same period a year ago.
Lifetime has been particularly strong throughout the games, tracking an 11 percent rise in its primetime household rating for the month of February versus the same period a year ago.
Lifetime last week picked up wins in adults 18-49 and 25-54, largely on the continued strength of its Sunday originals and two TV movies, "Love, Lies & Murder, Part II" and "To Love, Honor and Deceive."
The second two hours of the 1991 telefilm "Love, Lies & Murder" finished in fourth place in primetime households and sixth in adults 25-54 and 18-49.
"Honor and Deceive" came in sixth place in households and eighth among adults 25-54.
While generally a draw for older women, one of Lifetime's Sunday original dramas, "Strong Medicine," popped up in seventh spot in adults 25-54 and eighth place in adults 18-49.
Meanwhile, CNBC continued to rack up vastly improved ratings from its Olympic coverage through sister network NBC, though its numbers were down slightly last week from the prior week.
CNBC lost 87,000 and 62,000 primetime viewers among adults 25-54 and 18-49, respectively, for the week.
Yet its 0.8 household rating and 653,000 viewers still more than tripled the 0.3 rating and 208,000 viewers it garnered the week before the Olympics.
CNBC did attain its highest rating for any Olympic event, winter or summer Games, for its coverage of the semifinal hockey game between Russia and the U.S., which took place 22 years to the day after America's victory over the Soviet Union at Lake Placid
The game earned a 2.7 household rating and drew 2.2 million viewers, with the second hour of coverage coming in seventh place in households and fourth in adults 18-34, 18-49 and 25-54.
The third hour finished in 14th place in households and in fifth place in adults 18-49 and 25-54.
The only glaring example of cable's loss to network Olympic coverage appears to be MTV's 11th "Real World" edition, which didn't even make the top 50 programs in primetime households after consistently placing in the top 10 in its first five weeks.
The Chicago edition lost a third of its adult 18-34 audience and a fourth of its adult 18-49 audience from just last week, very likely because it shared a time slot, the Tuesday 10 p.m. block, with the first round of female figure skating on NBC.
TBS hosted the highest-rated feature film on cable, the 1992 Oscar-winning Western "Unforgiven." The Clint Eastwood-directed film garnered a third-place finish in households, adults 18-49 and adults 25-54.
Sister AOL Time Warner property TNT captured the younger end of the spectrum with the 1994 Brad Pitt-Tom Cruise drama "Interview with the Vampire," which finished ninth in all three demographics.
Nickelodeon logged strong results for its series "The Fairly Odd Parents," which found its way into the top 10 with the ninth and 10th spots, above perennial top-20 finishers "Rugrats" and "Hey Arnold."
The Saturday evening cartoon, which follows Timmy Turner and his adventures with his fairy godparents, Cosmo and Wanda, has only intermittently cracked the top 25. Its previous best this year had been 12th place.
|
PRIMETIME
AD-SUPPORTED |
||||||
|
02/02 |
02/01 |
%Diff |
02/02 |
02/01 |
%Diff |
|
|
Cable |
26,660 |
25,296 |
+5.2 |
25.2 |
24.8 |
+1.6 |
|
NBC |
21,417 |
8,229 |
+160.3 |
20.3 |
8.1 |
+150.6 |
|
CBS |
6,291 |
10,471 |
-39.9 |
6.0 |
10.2 |
-41.2 |
|
FOX |
4,993 |
6,710 |
-25.6 |
4.7 |
6.6 |
-28.8 |
|
ABC |
4,783 |
8,492 |
-43.7 |
4.5 |
8.3 |
-45.8 |
|
UPN |
2,773 |
2,381 |
+16.5 |
2.6 |
2.3 |
+13.0 |
|
WB |
2,111 |
2,628 |
-19.7 |
2.0 |
2.6 |
-23.1 |
|
PAX |
994 |
972 |
+2.3 |
0.9 |
1.0 |
-10.0 |
|
7-Bdcst Net |
39,843 |
35,420 |
+12.5 |
37.8 |
34.7 |
+9.0 |
| Source:
Cabletelevision Advertising Bureau analysis of Nielsen data,
2/18/02-2/24/02 vs. 2/19/01-2/25/01
|
||||||
|
Top-25
Basic Cable Ad-Supported Networks |
|||||||
|
PRIMETIME |
TOTAL DAY |
||||||
| # | Net |
Rtg |
(000) |
# | Net |
Rtg |
(000) |
|
1 |
LIF |
2.2 |
1874 |
1 |
NICK |
1.5 |
1312 |
|
2 |
NICK |
1.6 |
1399 |
2 |
LIF |
1.3 |
1113 |
|
3 |
TBS |
1.6 |
1364 |
3 |
TOON |
1.1 |
913 |
|
4 |
TNT |
1.4 |
1238 |
4 |
TBS |
1.0 |
836 |
|
5 |
TOON |
1.5 |
1231 |
5 |
TNT |
0.9 |
753 |
|
6 |
USA |
1.3 |
1150 |
6 |
A&E |
0.8 |
683 |
|
7 |
A&E |
1.0 |
881 |
7 |
USA |
0.8 |
676 |
|
8 |
DISC |
1.0 |
817 |
8 |
FOXN |
0.7 |
510 |
|
9 |
TNN |
0.9 |
802 |
9 |
DISC |
0.6 |
503 |
|
10 |
FOXN |
1.0 |
791 |
10 |
TLC |
0.5 |
448 |
|
11 |
FAM |
0.9 |
734 |
11 |
MTV |
0.5 |
425 |
|
12 |
TLC |
0.9 |
716 |
12 |
ESPN |
0.5 |
413 |
|
13 |
MTV |
0.9 |
712 |
13 |
TNN |
0.5 |
408 |
|
14 |
CNBC |
0.8 |
653 |
14 |
CNN |
0.5 |
403 |
|
15 |
ESPN |
0.7 |
575 |
15 |
FX |
0.5 |
375 |
|
16 |
HIST |
0.7 |
555 |
16 |
HIST |
0.5 |
372 |
|
17 |
TVLD |
0.8 |
549 |
17 |
CNBC |
0.4 |
356 |
|
18 |
CORT |
0.8 |
546 |
18 |
TVLD |
0.5 |
342 |
|
19 |
CMDY |
0.7 |
540 |
19 |
HGTV |
0.4 |
323 |
|
20 |
CNN |
0.6 |
534 |
20 |
FAM |
0.4 |
312 |
|
21 |
AMC |
0.6 |
493 |
21 |
CMDY |
0.4 |
308 |
|
22 |
SCIF |
0.6 |
491 |
22 |
MSNB |
0.4 |
307 |
|
23 |
BET |
0.7 |
480 |
23 |
AMC |
0.4 |
303 |
|
24 |
HGTV |
0.6 |
479 |
24 |
SCIF |
0.4 |
298 |
|
25 |
FX |
0.6 |
474 |
25 |
WGNC |
0.5 |
278 |
|
Source:
Turner Entertainment Research from
Nielsen Media Research data
|
|||||||
| Top-25
Basic Cable Ad-Supported Programs Households - Ranked on Audience Week of February 18-24, 2002 |
|||||||
| # | Date | Program | Net | Day |
Rtg |
Shr |
(000) |
|
1 |
2/18/2002 |
WWF Entertainment |
TNN |
Mon |
5.0 |
8.0 |
4222 |
|
2 |
2/18/2002 |
WWF Entertainment |
TNN |
Mon |
4.3 |
6.2 |
3694 |
|
3 |
2/24/2002 |
Unforgiven |
TBS |
Sun |
4.1 |
5.9 |
3524 |
|
4 |
2/24/2002 |
Love,Lies & Murder,Pt.II |
LIF |
Sun |
3.4 |
5.6 |
2855 |
|
5 |
2/23/2002 |
Spongebob |
NICK |
Sat |
3.3 |
9.3 |
2848 |
|
6 |
2/18/2002 |
To Love, Honor & Deceive |
LIF |
Mon |
3.2 |
4.8 |
2727 |
|
7 |
2/22/2002 |
Olympics Primetime |
CNBC |
Fri |
3.3 |
6.4 |
2612 |
|
8 |
2/23/2002 |
Spongebob |
NICK |
Sat |
3.0 |
8.6 |
2555 |
|
9 |
2/23/2002 |
Fairly Odd Parents |
NICK |
Sat |
3.0 |
8.1 |
2533 |
|
10 |
2/23/2002 |
Fairly Odd Parents |
NICK |
Sat |
2.9 |
8.0 |
2504 |
|
11 |
2/24/2002 |
Strong Medicine |
LIF |
Sun |
2.9 |
4.2 |
2475 |
|
12 |
2/23/2002 |
Rugrats |
NICK |
Sat |
2.9 |
8.6 |
2462 |
|
13 |
2/23/2002 |
Rugrats |
NICK |
Sat |
2.9 |
8.7 |
2444 |
|
14 |
2/22/2002 |
Olympics Primetime |
CNBC |
Fri |
3.1 |
5.4 |
2439 |
|
15 |
2/23/2002 |
Hey Arnold |
NICK |
Sat |
2.9 |
8.0 |
2430 |
|
16 |
2/19/2002 |
Spongebob |
NICK |
Tue |
2.8 |
5.8 |
2412 |
|
17 |
2/24/2002 |
Spongebob |
NICK |
Sun |
2.8 |
7.8 |
2375 |
|
18 |
2/20/2002 |
Rugrats |
NICK |
Wed |
2.8 |
4.6 |
2367 |
|
19 |
2/24/2002 |
Rugrats |
NICK |
Sun |
2.8 |
8.0 |
2349 |
|
20 |
2/23/2002 |
Hey Arnold |
NICK |
Sat |
2.7 |
7.5 |
2309 |
|
21 |
2/22/2002 |
Spongebob |
NICK |
Fri |
2.7 |
6.4 |
2291 |
|
22 |
2/20/2002 |
Spongebob |
NICK |
Wed |
2.7 |
4.2 |
2282 |
|
23 |
2/24/2002 |
Spongebob |
NICK |
Sun |
2.7 |
7.4 |
2279 |
|
24 |
2/18/2002 |
Rocket Power |
NICK |
Mon |
2.7 |
3.9 |
2275 |
|
25 |
2/22/2002 |
Spongebob |
NICK |
Fri |
2.6 |
4.5 |
2240 |
|
Source:
Turner Entertainment Research from
Nielsen Media Research data
|
|||||||
| Top-10
Basic Cable Ad-Supported Networks Adults 18-34 - Ranked on Audience Week of February 18-24, 2002 |
|||||
|
PRIMETIME |
TOTAL DAY |
||||
| # | Net |
(000) |
# | Net |
(000) |
| 1 |
TBS |
425 |
1 |
TBS |
279 |
| 2 |
MTV |
382 |
2 |
LIF |
238 |
| 3 |
TNT |
377 |
3 |
MTV |
213 |
| 4 |
TNN |
372 |
4 |
NICK |
213 |
| 5 |
USA |
354 |
5 |
TNT |
198 |
| 6 |
LIF |
333 |
6 |
USA |
187 |
| 7 |
CMDY |
294 |
7 |
TLC |
178 |
| 8 |
TLC |
276 |
8 |
TOON |
174 |
| 9 |
DISC |
256 |
9 |
ESPN |
170 |
| 10 |
NICK |
233 |
10 |
DISC |
163 |
| Source:
Turner Entertainment Research from
Nielsen Media Research data
|
|||||
|
Top-10 Basic
Cable Ad-Supported Programs |
|||||
| # | Date | Program | Net | Day |
(000) |
| 1 |
2/18/2002 |
WWF Entertainment |
TNN |
Mon |
2536 |
| 2 |
2/18/2002 |
WWF Entertainment |
TNN |
Mon |
2212 |
| 3 |
2/19/2002 |
Real World XI |
MTV |
Tue |
1370 |
| 4 |
2/22/2002 |
Olympics Primetime |
CNBC |
Fri |
1052 |
| 5 |
2/19/2002 |
Friends |
TBS |
Tue |
993 |
| 6 |
2/20/2002 |
South Park |
CMDY |
Wed |
992 |
| 7 |
2/18/2002 |
RW/RR Battle Of Seasons |
MTV |
Mon |
926 |
| 8 |
2/23/2002 |
Friends |
TBS |
Sat |
854 |
| 9 |
2/24/2002 |
Interview w/the Vampire |
TNT |
Sun |
826 |
| 10 |
2/20/2002 |
MTV Cribs |
MTV |
Wed |
820 |
| Source:
Turner Entertainment Research from
Nielsen Media Research data
|
|||||
| Top-10
Basic Cable Ad-Supported Networks Adults 18-49 - Ranked on Audience Week of February 18-24, 2002 |
|||||
|
PRIMETIME |
TOTAL DAY |
||||
| # | Net |
(000) |
# | Net |
(000) |
| 1 |
LIF |
953 |
1 |
LIF |
588 |
| 2 |
TNT |
934 |
2 |
TBS |
543 |
| 3 |
TBS |
914 |
3 |
TNT |
517 |
| 4 |
USA |
804 |
4 |
USA |
433 |
| 5 |
TNN |
726 |
5 |
NICK |
396 |
| 6 |
TLC |
607 |
6 |
TLC |
352 |
| 7 |
DISC |
552 |
7 |
DISC |
338 |
| 8 |
MTV |
503 |
8 |
TNN |
335 |
| 9 |
CNBC |
485 |
9 |
FX |
300 |
| 10 |
CMDY |
483 |
10 |
TOON |
286 |
| Source:
Turner Entertainment Research from
Nielsen Media Research data
|
|||||
| Top-10
Basic Cable Ad-Supported Programs Adults 18-49 - Ranked on Audience Week of February 18-24, 2002 |
|||||
| # | Date | Program | Net | Day |
(000) |
| 1 |
2/18/2002 |
WWF Entertainment |
TNN |
Mon |
4044 |
| 2 |
2/18/2002 |
WWF Entertainment |
TNN |
Mon |
3697 |
| 3 |
2/24/2002 |
Unforgiven |
TBS |
Sun |
2220 |
| 4 |
2/22/2002 |
Olympics Primetime |
CNBC |
Fri |
2137 |
| 5 |
2/22/2002 |
Olympics Primetime |
CNBC |
Fri |
2096 |
| 6 |
2/24/2002 |
Love,Lies & Murder,Pt.II |
LIF |
Sun |
1922 |
| 7 |
2/19/2002 |
Real World XI |
MTV |
Tue |
1849 |
| 8 |
2/24/2002 |
Strong Medicine |
LIF |
Sun |
1695 |
| 9 |
2/24/2002 |
Interview w/the Vampire |
TNT |
Sun |
1681 |
| 10 |
2/23/2002 |
Human Beings |
TLC |
Sat |
1624 |
| Source:
Turner Entertainment Research from
Nielsen Media Research data
|
|||||
| Top-10
Basic Cable Ad-Supported Networks Adults 25-54 - Ranked on Audience Week of February 18-24, 2002 |
|||||
|
PRIMETIME |
TOTAL DAY |
||||
| # | Net |
(000) |
# | Net |
(000) |
| 1 |
LIF |
1122 |
1 |
LIF |
657 |
| 2 |
TNT |
968 |
2 |
TNT |
557 |
| 3 |
TBS |
953 |
3 |
TBS |
541 |
| 4 |
USA |
829 |
4 |
USA |
454 |
| 5 |
TNN |
693 |
5 |
NICK |
388 |
| 6 |
TLC |
630 |
6 |
DISC |
355 |
| 7 |
DISC |
602 |
7 |
TLC |
342 |
| 8 |
SCIF |
482 |
8 | A&E |
332 |
| 9 |
CNBC |
478 |
9 |
TNN |
330 |
| 10 |
NICK |
477 |
10 |
FX |
302 |
| Source:
Turner Entertainment Research from
Nielsen Media Research data
|
|||||
| Top-10
Basic Cable Ad-Supported Programs Adults 25-54 - Ranked on Audience Week of February 18-24, 2002 |
|||||
| # | Date | Program | Net | Day |
(000) |
| 1 |
2/18/2002 |
WWF Entertainment |
TNN |
Mon |
3522 |
| 2 |
2/18/2002 |
WWF Entertainment |
TNN |
Mon |
3293 |
| 3 |
2/24/2002 |
Unforgiven |
TBS |
Sun |
2703 |
| 4 |
2/22/2002 |
Olympics Primetime |
CNBC |
Fri |
2188 |
| 5 |
2/22/2002 |
Olympics Primetime |
CNBC |
Fri |
2129 |
| 6 |
2/24/2002 |
Love,Lies & Murder,Pt.II |
LIF |
Sun |
1964 |
| 7 |
2/24/2002 |
Strong Medicine |
LIF |
Sun |
1714 |
| 8 |
2/18/2002 |
To Love, Honor & Deceive |
LIF |
Mon |
1693 |
| 9 |
2/24/2002 |
Interview w/the Vampire |
TNT |
Sun |
1638 |
| 10 |
2/23/2002 |
Exorcist, The |
TNT |
Sat |
1615 |
| Source:
Turner Entertainment Research from
Nielsen Media Research data
|
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February 28, 2002 © 2002 Media Life
-Mike Jasik is a staff writer for Media Life.
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