• by December 5, 2000

Despite the loss of wrestling, USA Network continues to grow in key demographic areas. For November 2000, USA Network also showed dramatic improvements in key time periods with "JAG" becoming the highest rated strip on basic cable.

"November 2000 has shown that broad-based cable networks like USA are a lot less daunted by broadcast sweeps," said Ray Giacopelli, VP of Research at USA Cable. "While their numbers were unspectacular, Basics like USA were able to attract broad audiences with theatrical movies and original fare even on competitive high HUT nights."

The Monday-Friday 7:00 PM "JAG" strip averaged a household 2.1 rating, up two-tenths from last year. Women 18-49 delivery was up 16% and adults 18-34 (men and women) delivery was up 19%. "JAG's" 2.1 rating made it the highest rated strip on basic cable (excluding kids programming).

Despite the loss of wrestling as a lead-in, the Sunday primetime lineup gained four-tenths of a point for a household 1.6 over last November. With acquired feature films rather than repeats of original series, USA's Sunday 8:00-11:00 PM time period averaged about a million adults 18-49 and adults 25-54 viewing -- a 50% and 56% gain respectively over the timer period last year -- despite competing against broadcast network sweeps programming.

Though down four-tenths from last year's "Walker, Texas Ranger" in household rating to a 1.8, "Nash Bridges'" is up 37% in viewing by adults 18-34.

USA was up 3% in delivery of adults 25-54 in primetime despite the loss of wrestling.

USA's weeknight primetime theatricals are up two-tenths of a rating point in households to a 1.8, and up roughly 25% in adults 25-54 and 18-49 viewing.

The strategy of female-skewed movies on weekend afternoons is paying dividends with the Saturday 3:00 PM feature rating three-tenths above time period norms with a household 1.4 and nearly double the women 18-49 and women 25-54 delivery that generic movies had been doing there. Women 18-34 delivery more than doubled.

"Law & Order: SVU" (Sundays at 11:00 PM) is up a tenth from last year with an 11% gain in viewing A18-49.

The move of "Walker, Texas Ranger" to 6:00 PM (Monday-Friday) saw a half a rating point improvement in that slot over last year's "Baywatch," with double digit increases in target adult demo viewership.

For Nielsen defined November 2000 (11/02/00-11/28/00), USA was tied for third in coverage area household rating with a 1.7 household rating, down only three tenths from last year. USA was tied with Cartoon Network in coverage area rating, although USA had more homes viewing due to our larger distribution.