USA, TBS Split Ratings Crown

Despite wrapping up yet another ratings win, USA Network last week ceded two demos to TBS.

For the week ended April 11, USA averaged 3.02 million viewers in prime time, besting second place TBS by some 971,000 viewers. And while USA walked away with its target demo, drawing 1.2 million adults 25-54, TBS rallied to take the 18-49 crown, averaging 1.14 million.

USA finished second in the TV demo, drawing 1.11 million viewers 18-49.

TBS also secured a victory among viewers 18-34, delivering 665,000 to USA’s 479,000.

All told, USA boasted four the 10 most-watched programs on ad-supported cable, earning just short of 4.6 million viewers with the April 5 installment of WWE Raw. The Monday night wrestling block took second place among viewers 18-49 (2.36 million), trailing History’s Pawn Stars by approximately 1,000 viewers.

Pawn Stars also won the 25-54 title, drawing 2.4 million members of the demo to Raw’s 2.19 million.

Fox News Channel dropped a notch to third place last week, drawing 1.88 million viewers in prime. Per Nielsen live-plus-same-day ratings, 464,000 of those FNC viewers were members of the core news demo.

TNT took fourth place on the week, averaging 1.83 million viewers, while placing third among the three major demos. The Turner net averaged 873,000 adults 25-54, 871,000 viewers 18-49 and 433,000 viewers 18-34.

The premiere of the new Nickelodeon series Victorious drew 3.48 million viewers Sunday night at 8 p.m., ranking second among all basic cable players in the time slot. (Discovery Channel’s Life drew 3.64 million viewers from 8 p.m.-9 p.m.). The musical comedy strip drew 1.4 million kids 6-11 and 1.3 million ‘tweens 9-14.  

Nick gave viewers a sneak peek at Victorious on March 27, following the Kids Choice Awards. The preview drew 5.7 million viewers at 9:30 p.m., retaining three-quarters of its lead-in (7.64 million viewers).
ESPN’s coverage of the opening round of the 2010 Masters Tournament drew a week-high 4.94 million viewers Thursday between 4 p.m. and 7:38 p.m. Tiger Woods’ return to competitive golf helped ESPN draw the largest Thursday-Friday PGA audience in cable history.

Among the core TV demo, last week’s top 10 ad-supported cable nets were: TBS, averaging 1.14 million viewers 18-49; USA (1.11 million); TNT (871,000); History (734,000); Discovery Channel (656,000); A&E (625,000); FX (622,000); ESPN (609,000); Comedy Central (555,000) and Syfy (529,000).
Non-ad-supported Disney Channel retained second place among all basic-cable nets, drawing 2.47 million prime time viewers. The Mouse drew a crowd with the second installment of its new original series Good Luck Charlie, serving up 3.81 million viewers Sunday night at 8:30 p.m. All told, GLC retained 81 percent of the 4.69 million viewers who tuned in for its April 4 premiere.

Per Nielsen, some 1.7 million kids 6-11 and another 1.4 million ‘tweens 9-14 returned for the second episode of GLC.

Disney once again swept its prime time target demos, averaging 1.06 million kids 6-11, 1.35 million viewers 6-14 and 818,000 ‘tweens 9-14.