 |
February 08, 1999
Mike Reynolds
Basic cable started off 1999 in fine Nielsen fettle, notching another double-digit gain in prime time ratings while securing record audience levels during that daypart in January.
Over the five-week period, Dec. 28, 1998 through Jan. 31, basic cable scored a 10.4% increase in primetime to a 25.4 rating from the 23.0 average recorded in January 1998 (Dec. 29, 1997-Feb. 1, 1998), according to a Cabletelevision Advertising Bureau analysis of Nielsen data. Over the same stretch, basic cable's household delivery in primetime improved 12% to 25.2 million homes from 22.5 million in the corresponding year-earlier period.
Continuing a long-standing trend, much of cable's climb came at the expense of broadcast. According to a Turner Broadcasting System Inc. analysis of Nielsen data, ABC (down 4% to a 7.9), CBS (up 5% to a 9.1) and NBC (off 17% to an 8.7) collectively fell 4% to a 31.9 weighted total in primetime in January from a 33.1 the prior year. Factoring in Fox (ahead 1% to a 7.0), the four network weighted total in prime declined 3% to a 37.7 from a 38.9. Including The WB (flat at a 3.2) and UPN (a 30% decrease to a 1.9) in the mix, the six network weighted total slipped 1% to a 40.8 from a 41.3. Neophyte Pax Net posted a 0.7 average prime time rating in January.
As for individual networks, TNT, bolstered by its WCW programming and a slew of top movies, including Purgatory, which became the industry's most ever-watched original film across eight plays, notched a 16% increase in household rating to tie USA atop the prime time pedestal with a 2.6 average. For its part, USA registered a 4% gain, aided by gains with its WWF shows, notably WWF Halftime Heat, the 20-minute counterprogramming ploy against Super Bowl XXXIII's half time show that tied Purgatory as the month's top-rated cable show with a 6.6.
A look at the rest of top five in primetime shows that Nickelodeon, flat at a 2.0, ranked third, while Lifetime Television finished fourth, growing 6% to a 1.9. TBS, off 14%, and A&E, up 23%, were tied for fifth at 1.6.
On the total day front, Nickelodeon continued its reign, despite a 6% decline to a 1.6 rating overall. TBS, which was flat at a 1.2, placed second, while a trio of networks were tied for third at a 1.1: TNT and USA held steady, while Lifetime improved 10%.
ESPN (up 25% to a 1.5), the History Channel (28% to a 0.8) CNBC and HGTV (both up 17% to a 0.7), Fox News (100% to a 0.6), the Weather Channel (67% to a 0.5), VH1 and E! (both up 25% to a 0.5), Discovery (8% to a 1.3) and Cartoon Network (7% to a 1.5) were among the top gainers in prime time last month.
On the down side, Fox Family (off 40% to a 0.9), WGN (18% to a 0.9), FX (27% to a 0.8) and CNN (8% to a 1.1) all posted prime time ratings losses in January, relative to the same month in 1998.
Back to this issue
|
 |
