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by linda moss
Even the finale of a hit like Survivor: The Australian Outback couldn't beat back cable's viewership increases ? or lift broadcast out of its ratings doldrums ? during the May sweep.
?SAME, SAME AND SIMILAR IS VERY DANGEROUS FOR THE NETWORKS,? SAYS ONE RESEARCHER.
Basic cable in prime time registered a 7% ratings increase, jumping to a 25.6 from a 23.9 a year ago, according to Nielsen Media Research. The Big Four broadcast networks, in contrast, were down 9% in prime time in May, to a 28.1 from a 31.0.
?The only thing that has popped on the broadcast networks are the reality shows,? says Tim Brooks, SVP-research, Lifetime Television. ?Same, same and similar is very dangerous for the networks.?
In terms of individual cable networks, in prime time Turner Network Television was ranked No. 1, with a 1.9 rating, down 17% from the year-ago's 2.3. Lifetime Television continued its roaring performance this year, ranking second in prime time, with a 1.7 rating, up 6% from the year-ago May sweep. In last year's May sweep period, Lifetime was only ranked No. 6, according to Tim Brooks.
In third place in prime time this May were USA Network and Cartoon Network, each of which posted a 1.6 rating, down 24% and 6%, respectively. USA is still suffering from its loss of the World Wrestling Federation. TBS Superstation and Nickelodeon each tallied a 1.5, down 12% and 17%, respectively.
Lifetime's May ratings were powered by several factors. The network's original movie this May, Sex, Lies and Obsession racked up a 3.4 rating, 70% greater than its telepic scored in May last year. And the reality series Beyond Chance saw its rating rise 17% from last year, to a 1.4 from a 1.2, Brooks says.
?Lifetime was the only cable network that was up among the top five in prime time,? Brooks says.
The biggest ratings gainers in prime time in May were: Odyssey Network, up 100% to a 0.4; The National Network and Fox News Channel, each up 50%, to a 0.9 and 0.6, respectively; and Travel Channel and Bravo, each up 33%, to a 0.4.
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