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Mike Reynolds
April may be the cruelest month for T.S. Eliot and others, but not for basic cable when it comes to the Nielsens.
The industry registered an 11% rise in average household ratings in primetime to a 25.1 during the period March 29 through April 25, up from a 22.6 rating in the span covering March 30 through April 1998, according to a Turner Entertainment Research analysis of Nielsen Media Research data.
On the delivery side, basic cable scored a 13% advance to 24.9 million households during the most recently completed month, versus 22.1 million households in the April 1998 period.
Elsewhere, pay cable notched a 7% gain in household ratings in primetime, averaging a 4.4, compared with a 4.1 in April 1998. Delivery for premium TV grew 9% to 4.38 million households
Once again, basic cable's continuing climb came largely at the expense of broadcast television. Of the six networks and weblets, only the WB, which was flat at a 2.8, did not lose ratings ground. For its part, fledgling PaxNet averaged a 0.8 household rating in April.
Measured on a three network weighted total in primetime, ABC (off 8% to a 6.8 rating), CBS (down 2% to an 8.6) and NBC (a 10% decrease to an 8.3) saw their collective number fall 8% to a 23.3 rating from a 25.3 last year, according to the Turner Entertainment Research analysis. Adding Fox (an 8% decline to a 6.0) to the mix, the four networks weighted total in primetime also slipped 8% to a 27.4 from a 29.7. After factoring the WB and UPN into the equation, the six network weighted total in primetime was off 6% to a 29.6 from a 31.6 last April.
In primetime, USA led the way in basic cable, registering a 4% gain in average ratings to a 2.5. TNT, which suffered a 13% decline, and Nickelodeon, which improved at a 5% clip, were tied for second with a 2.0. TBS, up 6% and Cartoon Network, ahead 13%, ranked fourth and fifth with a 1.9 and a 1.7, respectively.
On a total day basis, Nickelodeon remained at the head of the basic cable class with a flat 1.5 rating. Striking a 20% advance, TBS placed second with a 1.2, while sister channel Cartoon Network was in the show position with a 10% increase to a 1.1. USA, which held steady, and Lifetime, which improved 11%, shared fourth place at a 1.0.
Given the worldwide attention focused on the situation in Kosovo, it should come as no surprise that news networks saw ratings spikes this past month. CNN rang up a 44% ratings rise in prime time to a 1.3. MSNBC and Fox News registered increases of 167% and 250% to average prime time ratings of a 0.8 and a 0.7, respectively. Headline News' ratings grew 50% to a 0.3 average in primetime.
Of the 38 networks tracked in the Turner Entertainment Research analysis, 18 recorded ratings upticks, while seven were down. The balance held steady during April. Among the other gainers: TV Land (ahead 43% to a 1.0), MTV (33% to a 0.8), VH1 (40% to a 0.7), HGTV (40% to a 0.7), E! (25% to a 0.5) and Court TV (200% to a 0.3). On the down side: ESPN (a 9% decrease to a 1.0), Fox Family (31% to a 0.9), Comedy Central (13% to a 0.7) and Bravo (33% to a 0.2).
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