PASADENA, Calif. (AP) — Cable television’s top-rated network, USA, is shaking things up a bit.
Starting this week, USA will no longer air any of its original dramas on Friday nights but will start putting new shows at 10 p.m. ET on Tuesday and Wednesday, nights that had previously been reserved for reruns of network shows like “NCIS.”
‘The season premiere of “White Collar” on Tuesday starts the new schedule. “Psych” will start on Wednesdays on Jan. 27.
USA will be trading away a signature Friday night where shows like “Monk” thrived for several years, in favor of two nights when more people generally are watching television.
While some wonder about the move based on anecdotal maxims, here are some recent numbers behind putting shows on Tuesday or Wednesday at 10pm vs. Friday.
For the week of January 8-14, % of adults 18-49 watching TV @ 10pm:
Friday (1/8), 33.4%
Sunday (1/10), 38.7%
Monday (1/11), 36.3%
Tuesday (1/12), 36.1%
Wednesday (1/13), 35.1%
Thursday (1/14), 36.3%
If the available target adults 18-49 TV audience is ~5-8% higher Tuesday & Wednesday at 10pm than it is on Friday it seems like a reasonable move to me.
As the article notes, Monday night @10pm is reserved for WWE Raw and Sunday is likely to hold Law & Order: Criminal Intent again.