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of big cable networks
Delivering #s and key demos, even with erosion
By Kevin Downey
General-interest cable networks are dead.
Or at least that’s a commonly held sentiment, as more special-interest networks keep popping up and chipping away at what were once the biggest networks, such as USA.
It’s kind of a repeat of cable’s erosive impact on the broadcast networks.
But a quick glance at recent ratings suggests that, while the smallest networks may be growing faster, the biggest networks--those with programs that appeal to a mass audience--are in no immediate danger of going away.
"There’s kind of a winnowing away a bit from networks with slightly bigger ratings by networks in the middle of the pack," says Bill Marchetti, an analyst with Paul Kagan Associates.
"But if you look at top shows, that trend does not show up there. It’s always things like wrestling and movies."
Not only are some of the general interest networks among the most-watched, but several of them are doing especially well among demographic groups that many advertisers specifically target.
AOL Time Warner’s TBS, for example, ranked No. 3 last week among households but had by far the largest number of viewers among the 18-34 and 18-49 target audiences.
TBS’s audience exceeded the No. 2 ranked network in each demo by 60 and 26 percent, respectively.
A big reason for that was the movie, "Money Talks," which was coupled with another Chris Tucker movie, "Rush Hour," over the weekend.
"Money" was watched by nearly 2.6 million people and ranked No. 3 among 18- to 34-year-old and 18- to 49-year-old viewers. It trailed only TNN’s "WWF" in the two demos.
TBS’s original series, "Ripley’s Believe it or Not," had its third season premiere and ranked No. 9 in the 18-34 target audience.
And TBS’s "Friends" reruns are also helping to propel audience numbers for the network. Two episodes of the show ranked in the top-10 for adults 18-34.
Wrestling on TNN attracts the most young cable viewers, though.
In fact, while the WWF’s ratings have slumped since it moved from USA to TNN, the franchise still has a huge presence. Its two Monday shows rank as the most-watched on cable, with an audience more than 33 percent bigger than its nearest competitor’s.
Meanwhile, the biggest network overall continues to be Lifetime.
The women’s network ranked No. 1 in primetime households with a 2.2 rating, which is 29 percent higher than No. 2 network TNT's rating.
Two of Lifetime’s highest-rated programs last week were its original Sunday programs, "The Division," which ranked No. 8 among households, and "Strong Medicine," which ranked No. 19.
"The original shows are part of it, but movies, especially originals, have driven Lifetime’s ratings," says Marchetti.
|
Top-25 Basic Cable Ad-Supported
Networks |
|||||||
|
PRIMETIME |
TOTAL DAY |
||||||
| # | Net |
Rtg |
(000) |
# | Net |
Rtg |
(000) |
|
1 |
LIF |
2.2 |
1893 |
1 |
NICK |
1.3 |
1140 |
|
2 |
TNT |
1.7 |
1448 |
2 |
LIF |
1.3 |
1100 |
|
3 |
TBS |
1.6 |
1421 |
3 |
TBS |
1.0 |
887 |
|
4 |
USA |
1.6 |
1403 |
4 |
TOON |
1.1 |
861 |
|
5 |
NICK |
1.6 |
1369 |
5 |
TNT |
0.9 |
760 |
|
6 |
TOON |
1.5 |
1203 |
6 |
A&E |
0.8 |
717 |
|
7 |
A&E |
1.3 |
1144 |
7 |
USA |
0.8 |
691 |
|
8 |
DISC |
1.2 |
1074 |
8 |
FOXN |
0.7 |
543 |
|
9 |
FAM |
1.2 |
983 |
9 |
CNN |
0.6 |
538 |
|
10 |
TLC |
1.1 |
950 |
10 |
DISC |
0.6 |
525 |
|
11 |
FOXN |
1.2 |
892 |
11 |
TLC |
0.6 |
524 |
|
12 |
TNN |
1.0 |
846 |
12 |
MTV |
0.6 |
506 |
|
13 |
ESPN |
0.9 |
810 |
13 |
ESPN |
0.6 |
489 |
|
14 |
MTV |
1.0 |
795 |
14 |
HIST |
0.5 |
398 |
|
15 |
CNN |
0.9 |
741 |
15 |
FX |
0.5 |
388 |
|
16 |
HIST |
0.9 |
690 |
16 |
TNN |
0.4 |
380 |
|
17 |
TVLD |
0.9 |
595 |
17 |
HGTV |
0.5 |
355 |
|
18 |
SCIF |
0.8 |
587 |
18 |
TVLD |
0.5 |
323 |
|
19 |
AMC |
0.7 |
582 |
19 |
SCIF |
0.4 |
322 |
|
20 |
FX |
0.8 |
581 |
20 |
FAM |
0.4 |
317 |
|
21 |
HGTV |
0.7 |
562 |
21 |
AMC |
0.4 |
315 |
|
22 |
CMDY |
0.7 |
540 |
22 |
CORT |
0.5 |
308 |
|
23 |
CORT |
0.8 |
528 |
23 |
CMDY |
0.4 |
292 |
|
24 |
FOOD |
0.6 |
430 |
24 |
FOOD |
0.4 |
258 |
|
25 |
BET |
0.6 |
395 |
25 |
MSNB |
0.3 |
250 |
|
Source: Turner Entertainment Research
from Nielsen Media Research data |
|||||||
|
Top-25 Basic Cable Ad-Supported
Programs Households - Ranked on Audience Week Ending January 13, 2002 |
|||||||
| # | Date | Program | Net | Day |
Rtg |
Shr |
(000) |
|
1 |
1/7/02 |
WWF Entertainment |
TNN |
Mon |
5.2 |
8.3 |
4439 |
|
2 |
1/7/02 |
WWF Entertainment |
TNN |
Mon |
4.6 |
6.4 |
3876 |
|
3 |
1/12/02 |
U.S Figure Skating Champ |
FAM |
Sat |
3.4 |
5.5 |
2897 |
|
4 |
1/13/02 |
Money Talks |
TBS |
Sun |
2.9 |
4.3 |
2554 |
|
5 |
1/11/02 |
Spongebob |
NICK |
Fri |
2.9 |
4.9 |
2439 |
|
6 |
1/13/02 |
Mummy, The (1999) |
TNT |
Sun |
2.8 |
4.5 |
2384 |
|
7 |
1/11/02 |
Rugrats |
NICK |
Fri |
2.7 |
4.9 |
2344 |
|
8 |
1/13/02 |
The Division |
LIF |
Sun |
2.7 |
3.9 |
2309 |
|
9 |
1/11/02 |
Analyze This |
TNT |
Fri |
2.7 |
4.4 |
2284 |
|
10 |
1/12/02 |
Spongebob |
NICK |
Sat |
2.7 |
7.9 |
2269 |
|
11 |
1/13/02 |
Motorcycle Mania |
DISC |
Sun |
2.6 |
3.7 |
2260 |
|
12 |
1/12/02 |
Fairly Odd Parents |
NICK |
Sat |
2.6 |
7.0 |
2219 |
|
13 |
1/12/02 |
Spongebob |
NICK |
Sat |
2.6 |
7.5 |
2212 |
|
14 |
1/13/02 |
The Magnificent Ambersons |
A&E |
Sun |
2.6 |
3.8 |
2189 |
|
15 |
1/13/02 |
Killing Mr. Griffin |
LIF |
Sun |
2.6 |
4.8 |
2184 |
|
16 |
1/11/02 |
Hey Arnold |
NICK |
Fri |
2.5 |
4.7 |
2169 |
|
17 |
1/12/02 |
Fairly Odd Parents |
NICK |
Sat |
2.5 |
6.7 |
2155 |
|
18 |
1/12/02 |
A Face To Die For |
LIF |
Sat |
2.5 |
4.8 |
2111 |
|
19 |
1/13/02 |
Strong Medicine |
LIF |
Sun |
2.5 |
3.6 |
2100 |
|
20 |
1/7/02 |
Spongebob |
NICK |
Mon |
2.4 |
3.6 |
2079 |
|
21 |
1/13/02 |
Spongebob |
NICK |
Sun |
2.4 |
6.4 |
2078 |
|
22 |
1/11/02 |
Question Of Privilege |
LIF |
Fri |
2.5 |
4.1 |
2075 |
|
23 |
1/10/02 |
Overkill: Aileen Wuornos |
LIF |
Thu |
2.4 |
3.6 |
2068 |
|
24 |
1/9/02 |
Jag |
USA |
Wed |
2.4 |
4.0 |
2065 |
|
25 |
1/8/02 |
Spongebob |
NICK |
Tue |
2.4 |
3.7 |
2060 |
|
Source: Turner Entertainment Research
from Nielsen Media Research data |
|||||||
|
Top-10 Basic Cable Ad-Supported
Networks Adults 18-34 - Ranked on Audience Week ending Jan. 13, 2002 |
|||||
|
PRIMETIME |
TOTAL DAY |
||||
| # | Net |
(000) |
# | Net |
(000) |
|
1 |
TBS |
696 |
1 |
TBS |
335 |
|
2 |
MTV |
434 |
2 |
MTV |
274 |
|
3 |
USA |
402 |
3 |
LIF |
256 |
|
4 |
TNT |
401 |
4 |
NICK |
229 |
|
5 |
TNN |
387 |
5 |
TNT |
218 |
|
6 |
LIF |
355 |
6 |
TLC |
215 |
|
7 |
TLC |
312 |
7 |
TOON |
189 |
|
8 |
DISC |
287 |
8 |
ESPN |
188 |
|
9 |
NICK |
276 |
9 |
USA |
178 |
|
10 |
CMDY |
220 |
10 |
FX |
153 |
|
Source: Turner Entertainment Research
from Nielsen Media Research data |
|||||
|
Top-10 Basic Cable Ad-Supported
Programs |
|||||
| # | Date | Program | Net | Day |
(000) |
|
1 |
1/7/02 |
WWF Entertainment |
TNN |
Mon |
2509 |
|
2 |
1/7/02 |
WWF Entertainment |
TNN |
Mon |
2204 |
|
3 |
1/13/02 |
Money Talks |
TBS |
Sun |
1308 |
|
4 |
1/13/02 |
Mummy, The (1999) |
TNT |
Sun |
1022 |
|
5 |
1/7/02 |
Friends |
TBS |
Mon |
1019 |
|
6 |
1/9/02 |
South Park |
CMDY |
Wed |
1015 |
|
7 |
1/8/02 |
Real World XI Preview Spc |
MTV |
Tue |
996 |
|
8 |
1/8/02 |
Friends |
TBS |
Tue |
981 |
|
9 |
1/9/02 |
Ripleys Believe It Or Not |
TBS |
Wed |
966 |
|
10 |
1/13/02 |
Jackass |
MTV |
Sun |
963 |
|
Source: Turner Entertainment Research
from Nielsen Media Research data |
|||||
|
Top-10 Basic Cable Ad-Supported
Networks Adults 18-49 - Ranked on Audience Week ending Jan. 13, 2002 |
|||||
|
PRIMETIME |
TOTAL DAY |
||||
| # | Net |
(000) |
# | Net |
(000) |
|
1 |
TBS |
1239 |
1 |
TBS |
639 |
|
2 |
USA |
981 |
2 |
LIF |
601 |
|
3 |
TNT |
975 |
3 |
TNT |
507 |
|
4 |
LIF |
956 |
4 |
USA |
438 |
|
5 |
TLC |
759 |
5 |
NICK |
435 |
|
6 |
TNN |
735 |
6 |
TLC |
428 |
|
7 |
DISC |
724 |
7 |
MTV |
355 |
|
8 |
MTV |
592 |
8 |
DISC |
340 |
|
9 |
NICK |
555 |
9 |
ESPN |
324 |
|
10 |
FAM |
533 |
10 |
FX |
320 |
|
Source: Turner Entertainment Research
from Nielsen Media Research data |
|||||
|
Top-10 Basic Cable Ad-Supported
Programs Adults 18-49 - Ranked on Audience Week Ending January 13, 2002 |
|||||
| # | Date | Program | Net | Day |
(000) |
|
1 |
1/7/02 |
WWF Entertainment |
TNN |
Mon |
3965 |
|
2 |
1/7/02 |
WWF Entertainment |
TNN |
Mon |
3510 |
|
3 |
1/13/02 |
Money Talks |
TBS |
Sun |
2216 |
|
4 |
1/13/02 |
Motorcycle Mania |
DISC |
Sun |
2190 |
|
5 |
1/13/02 |
Mummy, The (1999) |
TNT |
Sun |
1997 |
|
6 |
1/13/02 |
Analyze This |
TNT |
Sun |
1809 |
|
7 |
1/13/02 |
Motorcycle Mania |
DISC |
Sun |
1677 |
|
8 |
1/12/02 |
Human Beings |
TLC |
Sat |
1655 |
|
9 |
1/12/02 |
Human Beings |
TLC |
Sat |
1588 |
|
10 |
1/13/02 |
NFL Countdown |
ESPN |
Sun |
1559 |
|
Source: Turner Entertainment Research
from Nielsen Media Research data |
|||||
|
Top-10 Basic Cable Ad-Supported
Networks Adults 25-54 - Ranked on Audience Week Ending January 13, 2002 |
|||||
|
PRIMETIME |
TOTAL DAY |
||||
| # | Net |
(000) |
# | Net |
(000) |
|
1 |
TBS |
1174 |
1 |
LIF |
638 |
|
2 |
LIF |
1064 |
2 |
TBS |
609 |
|
3 |
TNT |
1026 |
3 |
TNT |
530 |
|
4 |
USA |
1001 |
4 |
USA |
458 |
|
5 |
DISC |
773 |
5 |
NICK |
415 |
|
6 |
TLC |
764 |
6 |
TLC |
393 |
|
7 |
TNN |
665 |
7 |
A&E |
357 |
|
8 |
SCIF |
581 |
8 |
DISC |
354 |
|
9 |
FAM |
546 |
9 |
FX |
312 |
|
10 |
A&E |
542 |
10 |
ESPN |
300 |
|
Source: Turner Entertainment Research
from Nielsen Media Research data |
|||||
|
Top-10 Basic Cable Ad-Supported
Programs Adults 25-54 - Ranked on Audience Week Ending January 13, 2002 |
|||||
| # | Date | Program | Net | Day |
(000) |
|
1 |
1/7/02 |
WWF Entertainment |
TNN |
Mon |
3284 |
|
2 |
1/7/02 |
WWF Entertainment |
TNN |
Mon |
2779 |
|
3 |
1/13/02 |
Motorcycle Mania |
DISC |
Sun |
2171 |
|
4 |
1/13/02 |
Money Talks |
TBS |
Sun |
2036 |
|
5 |
1/13/02 |
Mummy, The (1999) |
TNT |
Sun |
1997 |
|
6 |
1/13/02 |
Analyze This |
TNT |
Sun |
1797 |
|
7 |
1/11/02 |
Analyze This |
TNT |
Fri |
1707 |
|
8 |
1/13/02 |
Motorcycle Mania |
DISC |
Sun |
1653 |
|
9 |
1/13/02 |
Siege, The |
USA |
Sun |
1611 |
|
10 |
1/12/02 |
Human Beings |
TLC |
Sat |
1566 |
| Source:
Turner Entertainment Research from
Nielsen Media Research data
|
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