via press release:



NEW YORK, NEW YORK – June 29, 2010 – USA continued to rewrite cable’s record books in 2Q10, enjoying its 16th straight quarterly win by delivering 1.33 million in P25-54 (+10% over #2 TNT), 1.2 million in P18-49 (+0.1% over #2 TNT), 3.21 million total viewers total viewers (+31% over #2 TNT), and 2.44 million households (+32% over #2 TNT), more  than any other cable network in prime.  USA earned the quarter’s largest household coverage rating in basic cable prime (2.45, +0.59 over #2 TNT).  More total viewers watched USA in 2Q10 than had watched any cable network ever before in a second quarter.

These 2Q10 victories represent four solid years of USA dominance among ad supported entertainment networks in delivering P25-54, P18-49, total viewers and households — the longest winning streak ever in these measurements.

USA was home to 20 of the top 50 P25-54 and 15 of the top 50 P18-49 basic cable prime entertainment telecasts in 2Q10, more than any other network for either demo, with episodes of the top original scripted series on cable, ROYAL PAINS and BURN NOTICE, as well as WWE MONDAY NIGHT RAW.

  • The Season 4 premiere of BURN NOTICE was the hottest thing on cable this quarter, delivering more P25-54 (3.75 million) and households (5.66 million) than any other entertainment telecast on cable and more P18-49 (3.36 million) and total viewers (8.14 million) than any other drama.  The first two episodes of ROYAL PAINS second season were the #2 and #3 telecasts of the quarter, averaging 3.62 million in P25-54.  These were the only three scripted telecasts of the quarter to deliver over 3.5 million in P25-54.
  • Compared to last summer’s audience, +3% more total viewers are watching BURN NOTICE this summer to date while the P18-49 audience to ROYAL PAINS has grown by +1%.
  • BURN NOTICE delivered more male viewers in every age group (18-34/18-49/25-54/total males) than any television network head to head except for ABC, whose success was driven by NBA finals.  When USA aired BURN NOTICE and ROYAL PAINS, both outperformed CBS among P18-49 and P18-34 in their timeslots.

  • N PLAIN SIGHT delivered more total viewers (4.275 million) and households (3.21 million) than any competitor’s drama (#3 overall behind Burn Notice/Royal Pains) and placed among the top ten dramas of the quarter, as did LAW & ORDER: CRIMINAL INTENT in delivering P25-54 (IPS 1.795 million / CI 1.57 million), P18-49 (IPS 1.515 million /CI 1.40 million), P18-34 (IPS 524,000 / CI 503,000), total viewers (IPS 4.275 million / CI 3.53 million), and households (IPS 3.21 million /CI  2.76 million).

USA Network is the #1 network in all of basic cable and is seen in over 98.5 million U.S. homes.  A division of NBC Universal, USA is the cable television leader in original series and home to the best in blockbuster theatrical films, acquired television series and entertainment events. The award-winning USA website is located at Characters Welcome.

USA Network is a program service of NBC Universal Cable a division of NBC Universal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.

Posted by:TV By The Numbers

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