Rednecks, Juiceheads Big Draws for Cable | Adweek
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Rednecks, Juiceheads Big Draws for Cable

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History’s eclectic lineup of Vegas pawnbrokers, Iowa antique collectors and that stand-up comic with the phony Southern accent helped the network nail down prime-time ratings victories among the two major TV demos.

Per Nielsen live-plus-same day ratings data, History eked out wins among adults 25-54 and 18-49, drawing 1.13 million and 1.05 million members of the demos, respectively. In the week ended Feb. 13, History squeaked past USA Network, outlasting cable’s lead dog by some 12,000 adults 25-54 and 17,000 viewers 18-49.  

Unscripted series Pawn Stars and American Pickers continue to power History’s success, as the former averaged 6.41 million viewers Monday night (Feb. 7) from 10-11 p.m., while its lead-in drew 5.43 million viewers. Pawn Stars last week showed no signs of fatigue, beating all comers in its target demo with 3.5 million adults 25-54, while lagging behind only MTV’s monster hit Jersey Shore among the 18-49 crowd (3.39 million, versus 5.51 million).

Launched on Feb. 8, the redneck travelogue Only in America With Larry the Cable Guy scared up 4.11 million total viewers at 9 p.m. The series premiere drew an older cohort, averaging 1.74 million adults 25-54, or 42 percent of its total delivery, while viewers 18-49 (1.54 million) made up slightly greater than one-third of the audience.

Although his appeal may be a mystery to some, Larry the Cable Guy is one of the most successful working comedians in the business. The alumnus of the Blue Collar Comedy Tour ranks No. 6 on Forbes’ list of the top 10 touring stand-up acts, earning $16.5 million in the 12-month period ended June 1, 2010.

On the whole, History closed out the week rated second among ad-supported cable nets, with an average nightly delivery of 2.26 million total prime time viewers.

For the fourth consecutive week, USA Network won the ratings race outright, delivering 2.77 million total viewers, of which 1.12 million were adults 25-54 and 1.03 million were members of the 18-49 set.

With an average 4.93 million fans tuning in Monday night between 9 p.m. and 11:06 p.m., USA’s WWE Raw was once again the network’s biggest draw. The wrestling block served up 2.28 million viewers 18-49 and 2.2 million adults 25-54.

USA’s original scripted series Royal Pains churned up 3.86 million viewers Thursday at 9 p.m., while lead-out Fairly Legal retained 90 percent of its Pains lead-in, drawing 3.47 million viewers. Of those who watched the fourth installment of the Sarah Shahi vehicle, 42 percent were members of the 25-54 demo.
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Meanwhile, the sophomore strip White Collar was stable, notching 3.46 million viewers in its Tuesday 10 p.m. time slot, a total that included 1.46 million adults 25-54 and 1.4 million viewers 18-49. Three episodes of the spy dramedy remain before season two draws to a close on March 8.

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