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cable still pulls viewers
Edge grows over broadcast on eve of new season
By Kevin Downey
Waves of television viewers seemingly tired of everything else on TV are migrating in record numbers to the cable networks.
Ad-supported cable TV, in general, and a handful of networks, in particular, are not only continuing to set viewing records as they have all summer long, but in the days leading up to the regular broadcast season are accelerating the pace at which they are setting those records.
Perhaps cable is picking up viewers weary of the broadcast networks’ nonstop Sept. 11 coverage. Or perhaps viewers are growing tired of this summer’s barrage of reality programs.
Or viewers may simply be looking for something good to watch.
Whatever the case, viewers turned out in force last week for a wide range of programs, including the first game of the NFL’s new Houston Texans, the season premiere of TLC’s “Trading Spaces,” and Nickelodeon’s premiere of the animated “Jimmy Neutron.”
Cable TV’s household rating hit a record 30.9 last week and its share of the primetime audience hit 53.2 percent, according to the Cabletelevision Advertising Bureau. Cable’s share increased 3.9 percent over the same week last summer and coincided with a 5.5 percent decline among the seven English-language broadcast networks.
ESPN has recently been fueling much of cable’s increase with NFL football.
The network hit a few milestones last week, not the least of which was pulling in cable TV’s biggest audience since 1995 with 12.1 million viewers for the Houston Texans 19-10 win over the Dallas Cowboys.
It was the first game for the Texans and culminated a whirlwind of publicity that pits the new team against the Dallas Cowboys.
The Texans beat the Cowboys on Sunday and became the first expansion team since 1961 to win an inaugural game.
The game only fell behind two episodes of “American Idol” and NFL football on Fox as the week’s most-watched program in the 18-49 demographic.
ESPN also benefited from the San Francisco 49ers’ 16-13 win over the New York Giants last Thursday. That was the week’s second most-watched cable program with an audience of just under 10.8 million people.
As a result of the games, ESPN’s primetime household rating was up 183 percent from a week earlier, to a 3.4.
And the network ranked No. 1 in every major demographic group, including the advertiser favorite, adults 18-49.
The third season premiere of TLC’s “Trading Spaces,” meanwhile, hit a record audience of 4.8 million for the second of two new episodes on Saturday.
The show ranked in the top 5 in all key demographics and helped push TLC’s primetime rating up 18 percent from the prior week, to a 1.3 among households. TLC ranked No. 8 last week.
Nickelodeon’s new “The Adventures of Jimmy Neutron Boy Genius” got off to a strong start with the network’s best premiere rating since launching more than two decades ago.
The show, which was spawned by this past winter’s movie of the same name, had an audience of 4.3 million and was the tenth most-watched show overall. It ranked No. 1 among kids 2-11 and kids 6-11.
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TOP 25 AD-SUPPORTED CABLE
NETWORKS |
||||||||
|
Rank |
Primetime |
Total Day |
||||||
|
Net |
Rtg% |
(000) |
Share |
Net |
Rtg% |
(000) |
Share |
|
|
1 |
ESPN |
3.4 |
2943 |
5.7 |
NICK |
1.5 |
1337 |
4.5 |
|
2 |
TNT |
2.2 |
1932 |
3.7 |
LIF |
1.3 |
1111 |
3.3 |
|
3 |
LIF |
2.2 |
1909 |
3.6 |
ESPN |
1.1 |
955 |
3.2 |
|
4 |
NICK |
1.9 |
1664 |
3.2 |
TNT |
1.1 |
939 |
3.2 |
|
5 |
USA |
1.8 |
1603 |
3.0 |
TOON |
1.1 |
913 |
3.3 |
|
6 |
TOON |
1.5 |
1233 |
2.5 |
TBS |
0.9 |
824 |
2.8 |
|
7 |
TBS |
1.4 |
1232 |
2.4 |
USA |
0.9 |
747 |
2.5 |
|
8 |
TLC |
1.3 |
1077 |
2.1 |
AEN |
0.7 |
581 |
1.8 |
|
9 |
AEN |
1.0 |
904 |
1.7 |
TLC |
0.7 |
571 |
1.8 |
|
10 |
DISC |
1.0 |
892 |
1.7 |
DISC |
0.6 |
505 |
1.5 |
|
11 |
HIST |
1.1 |
871 |
1.7 |
FOXN |
0.6 |
460 |
1.7 |
|
12 |
SCIF |
1.0 |
795 |
1.6 |
AMC |
0.5 |
447 |
1.6 |
|
13 |
AMC |
0.9 |
757 |
1.5 |
HIST |
0.5 |
437 |
1.4 |
|
14 |
TNN |
0.9 |
748 |
1.4 |
FX |
0.5 |
420 |
1.4 |
|
15 |
FOXN |
0.9 |
743 |
1.5 |
CNN |
0.5 |
418 |
1.4 |
|
16 |
CNN |
0.8 |
694 |
1.3 |
TVLD |
0.5 |
374 |
1.4 |
|
17 |
FAM |
0.8 |
674 |
1.3 |
SCIF |
0.4 |
356 |
1.3 |
|
18 |
TVLD |
0.8 |
641 |
1.4 |
TNN |
0.4 |
351 |
1.0 |
|
19 |
FX |
0.8 |
619 |
1.3 |
HGTV |
0.4 |
345 |
1.2 |
|
20 |
CORT |
0.8 |
558 |
1.3 |
MTV |
0.4 |
343 |
1.2 |
|
21 |
MTV |
0.6 |
545 |
1.1 |
CORT |
0.5 |
329 |
1.3 |
|
22 |
HGTV |
0.7 |
541 |
1.1 |
FAM |
0.4 |
301 |
1.0 |
|
23 |
ESP2 |
0.6 |
471 |
0.9 |
BET |
0.3 |
255 |
1.0 |
|
24 |
APL |
0.6 |
458 |
1.0 |
CMDY |
0.3 |
251 |
0.8 |
|
25 |
EN |
0.6 |
445 |
0.9 |
FOOD |
0.3 |
248 |
0.9 |
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Source: Turner Entertainment Research based on data from Nielsen Media Research. |
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TOP 25
AD-SUPPORTED CABLE PROGRAMS |
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|
Rank |
Program |
Net |
Rtg% |
Shr |
(000) |
|
1 |
Cowboys/Texans |
ESPN |
9.6 |
15.8 |
8334 |
|
2 |
49ers/Giants |
ESPN |
9.4 |
15.3 |
8149 |
|
3 |
Chevy Monte Carlo 400 |
TNT |
4.2 |
7.8 |
3611 |
|
4 |
Sportscenter: |
ESPN |
4.0 |
10.5 |
3495 |
|
5 |
Trading Spaces |
TLC |
4.0 |
6.8 |
3370 |
|
6 |
Spongebob |
NICK |
3.8 |
12.2 |
3292 |
|
7 |
Spongebob |
NICK |
3.8 |
11.9 |
3289 |
|
8 |
WWE Entertainment |
TNN |
3.7 |
5.6 |
3153 |
|
9 |
WWE Entertainment |
TNN |
3.6 |
6.0 |
3116 |
|
10 |
Spongebob |
NICK |
3.5 |
11.0 |
3013 |
|
11 |
Spongebob |
NICK |
3.5 |
10.3 |
2983 |
|
12 |
NFL Prime Time |
ESPN |
3.3 |
5.7 |
2909 |
|
13 |
Fairly Odd Parents |
NICK |
3.3 |
10.2 |
2824 |
|
14 |
Coed Call Girl |
LIF |
3.2 |
6.3 |
2712 |
|
14 |
Trading Spaces |
TLC |
3.2 |
5.9 |
2712 |
|
16 |
Fairly Odd Parents |
NICK |
3.1 |
9.1 |
2711 |
|
17 |
Jimmy Neutron |
NICK |
3.1 |
9.7 |
2696 |
|
18 |
One True Love |
LIF |
3.1 |
4.8 |
2650 |
|
19 |
Law & Order |
TNT |
3.0 |
5.0 |
2643 |
|
20 |
The Perfect Wife |
LIF |
3.1 |
5.5 |
2642 |
|
21 |
Jimmy Neutron |
NICK |
3.0 |
5.5 |
2616 |
|
22 |
Spongebob |
NICK |
3.0 |
7.0 |
2610 |
|
23 |
Spongebob |
NICK |
3.0 |
7.1 |
2584 |
|
24 |
Spongebob |
NICK |
2.9 |
5.5 |
2480 |
|
25 |
Spongebob |
NICK |
2.9 |
6.8 |
2478 |
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Source: Turner Entertainment Research based on data from Nielsen Media Research. |
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TOP 10 AD-SUPPORTED CABLE
NETWORKS |
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|
Rank |
PRIME TIME |
TOTAL DAY |
||
|
Net |
(000) |
Net |
(000) |
|
|
1 |
ESPN |
1052 |
ESPN |
363 |
|
2 |
TNT |
464 |
TBS |
322 |
|
3 |
USA |
413 |
NICK |
270 |
|
4 |
TBS |
377 |
LIF |
263 |
|
5 |
LIF |
360 |
TLC |
214 |
|
6 |
TLC |
359 |
USA |
214 |
|
7 |
MTV |
357 |
MTV |
204 |
|
8 |
TNN |
287 |
TNT |
200 |
|
9 |
NICK |
280 |
TOON |
179 |
|
10 |
TOON |
236 |
DISC |
141 |
|
Source: Turner Entertainment Research based on data from Nielsen Media Research. |
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TOP 10 AD-SUPPORTED CABLE
SHOWS |
|||
|
Rank |
PROGRAM |
NET |
(000) |
|
1 |
49ers/Giants |
ESPN |
3122 |
|
2 |
Cowboys/Texans |
ESPN |
3082 |
|
3 |
WWE Entertainment |
TNN |
1772 |
|
4 |
WWE Entertainment |
TNN |
1613 |
|
5 |
Trading Spaces |
TLC |
1469 |
|
6 |
Sportscenter |
ESPN |
1392 |
|
7 |
Wedding Singer, The |
TBS |
1275 |
|
8 |
NFL Prime Time |
ESPN |
1268 |
|
9 |
Road Rules XI |
MTV |
1204 |
|
10 |
Austin Powers:Man Ofmysry |
TBS |
1174 |
|
10 |
Lethal Weapon |
TBS |
1174 |
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Source: Turner Entertainment Research based on data from Nielsen Media Research. |
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TOP 10 AD-SUPPORTED CABLE
NETWORKS |
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|
Rank |
PRIME TIME |
TOTAL DAY |
||
|
Net |
(000) |
Net |
(000) |
|
|
1 |
ESPN |
2273 |
ESPN |
718 |
|
2 |
TNT |
1250 |
TBS |
584 |
|
3 |
USA |
914 |
LIF |
577 |
|
4 |
TLC |
861 |
TNT |
570 |
|
5 |
LIF |
858 |
NICK |
499 |
|
6 |
TBS |
758 |
TLC |
441 |
|
7 |
SCIF |
662 |
USA |
441 |
|
8 |
TNN |
602 |
FX |
329 |
|
9 |
HIST |
573 |
DISC |
324 |
|
10 |
NICK |
561 |
TOON |
298 |
|
Source: Turner Entertainment Research based on data from Nielsen Media Research. |
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TOP 10 AD-SUPPORTED CABLE
SHOWS |
|||
|
Rank |
PROGRAM |
NET |
(000) |
|
1 |
Cowboys/Texans |
ESPN |
7037 |
|
2 |
49ers/Giants |
ESPN |
6391 |
|
3 |
Trading Spaces |
TLC |
3253 |
|
4 |
WWE Entertainment |
TNN |
2984 |
|
5 |
Chevy Monte Carlo 400 |
TNT |
2831 |
|
6 |
WWE Entertainment |
TNN |
2746 |
|
7 |
Sportscenter |
ESPN |
2739 |
|
8 |
NFL Prime Time |
ESPN |
2663 |
|
9 |
Trading Spaces |
TLC |
2616 |
|
10 |
Human Beings |
TLC |
2167 |
|
Source: Turner Entertainment Research based on data from Nielsen Media Research. |
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TOP 10 AD-SUPPORTED CABLE
NETWORKS |
||||
|
Rank |
PRIME TIME |
TOTAL DAY |
||
|
Net |
(000) |
Net |
(000) |
|
|
1 |
ESPN |
2266 |
ESPN |
685 |
|
2 |
TNT |
1380 |
TNT |
644 |
|
3 |
USA |
1072 |
LIF |
628 |
|
4 |
LIF |
1019 |
TBS |
539 |
|
5 |
TLC |
926 |
USA |
459 |
|
6 |
TBS |
761 |
NICK |
451 |
|
7 |
SCIF |
755 |
TLC |
432 |
|
8 |
HIST |
686 |
DISC |
348 |
|
9 |
DISC |
604 |
FX |
335 |
|
10 |
TNN |
588 |
AEN |
314 |
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Source: Turner Entertainment Research based on data from Nielsen Media Research. |
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TOP 10 AD-SUPPORTED CABLE
SHOWS |
|||
|
Rank |
PROGRAM |
NET |
(000) |
|
1 |
Cowboys/Texans |
ESPN |
7253 |
|
2 |
49ers/Giants |
ESPN |
6191 |
|
3 |
Trading Spaces |
TLC |
3304 |
|
4 |
Chevy Monte Carlo 400 |
TNT |
3172 |
|
5 |
NFL Prime Time |
ESPN |
2715 |
|
6 |
Sportscenter |
ESPN |
2689 |
|
7 |
Trading Spaces |
TLC |
2556 |
|
8 |
WWE Entertainment |
TNN |
2438 |
|
9 |
WWE Entertainment |
TNN |
2374 |
|
10 |
Human Beings |
TLC |
2106 |
|
Source: Turner Entertainment Research based on data from Nielsen Media Research. |
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September 13, 2002© 2002 Media Life
-Kevin Downey is a staff writer for Media Life.
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