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MTV Tops Cable Primetime Adults 18-49, USA Leads Viewership; OWN Ratings Keep Falling

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January 25th, 2011

With the close of football season, ESPN's lock on the weekly cable ratings has been broken. With several of its original series back, plus WWE Raw and the ever present NCIS and L&O:SVU repeats, USA moved into its typical non-sports weekly perch atop the primetime cable viewership for the week, while two original episodes of Jersey Shore in one week pushed MTV past USA for the weeks adults 18-49 primetime ratings. I'd expect USA to top that next week as well.

SpongeBob kept Nickelodeon comfortably at the top of the total day average viewership rankings.

OWN Ratings Keep Falling in Third Week, near Discovery Health levels

In its third full week of programming, OWN: The Oprah Winfrey Network was down another 8% among women 25-54 (48,000 vs. 53,000) in total day, and 13% among women 25-54 in primetime (90,000 vs. 104,000) vs. its averages last week and is about at last year's averages for Discovery Health.

OWN replaced Discovery Health which averaged 51,000 W25-54 Total Day, and 84,000 W25-54 in Prime Time during 2010.

SELECTED NETWORKS Prime-time Women 25-54 (Live+SD)

Network (000s)
Lifetime 182
Oxygen 171
Hallmark 169
OWN 90

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SELECTED NETWORKS Total Day Women 25-54 (Live+SD)

Network (000s)
LIFE 258
HALL 107
OXYG 99
OWN 48

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For the week's top 25 individual cable programs click here.

Prime-time Average Viewers (Live+SD) Week of January 17-23, 2011

Network (000s)
USA 3,146
DSNY 2,388
TNT 2,163
MTV 2,084
HIST 1,875
FOXN 1,791
A&E 1,687
FX 1,669
NAN 1,635
TBSC 1,517
FAM 1,459
ESPN 1,458
DISC 1,433
SYFY 1,324
HGTV 1,219
ADSM 1,182
TRU 1,168
BET 1,128
FOOD 1,135
TVLD 1,068
SPK 1,045
BRAV 1,026
TLC 1,016
AMC 992
HALL 937

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Adults 18-49 Prime-time Average (Live+SD)

Network (000s)
MTV 1,335
USA 1,139
TNT 1,111
FX 894
A&E 865
HIST 815
TBSC 787
DISC 719
ESPN 698
FAM 653
BRAV 625
TRU 577
BET 570
ADSM 582
CMDY 569
SYFY 563
FOOD 548
SPK 527
EN 500
TLC 491
DSNY 449
NAN 441
HGTV 435
AMC 399
VH1 338

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Total Day Average Viewers (Live+SD)

Network (000s)
NICK 2,473
DSNY 1,728
NAN 1,573
USA 1,465
TNT 1,382
ADSM 1,286
TOON 1,029
HIST 1,008
FOXN 994
A&E 960
FX 911
TBSC 908
MTV 906
ESPN 879
TRU 785
DISC 772
FAM 736
HGTV 732
FOOD 718
TVLD 689
AMC 641
SPK 636
NKJR 571
SYFY 594
LIFE 548

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Nielsen TV Ratings: ©2010 The Nielsen Company. All Rights Reserved.

Cable Channel Abbreviations: NICK = Nickelodeon, NAN = Nick At Nite, TOON = Cartoon Network, ADSM = Adult Swim, TRU = truTV, LIFE = Lifetime, NKJR - Nick Jr., FAM = ABC Family, TVLD = TV Land, FOXN = Fox News, TBSC = TBS, DISC = Discovery

 
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