• by March 1, 2001

By Anya Khait

Posting year-to-year gains in its primary demo of kids 2-11, Nickelodeon continued to dominate basic cable as the highest-rated and most-watched network in total day for the month of February 2001 (1/29-2/25/01).

Among kids 2-11 during its "Kids Day" programming schedule, Nickelodeon posted a 4.4 rating/24 share and delivered 1.3 million average kid viewers, up 3% in rating and 7% in kid delivery as compared to prior-year levels. On a 24-hour basis among kids 2-11, Nick averaged a 3.0/21 and 907,000 kid viewers, also up 3% in rating and 7% in kid delivery compared to prior-year levels.

Nick's latest hit series, "Taina" which scored a 4.8/14 (899,000 kid viewers) among tweens (kids 9-14), rising 63% in rating and 79% in tween delivery over last year. Among kids 2-11, the program averaged a 4.13/14 (1.3 million kid viewers), up 27% in rating and 32% in kid delivery compared to prior-year levels.

Nick Jr. newcomer Dora the Explorer scored a strong 10.3/43 (1.2 million kid viewers) among its primary kids 2-5 demo, rising 26% in rating and 32% in delivery over last year. Among kids 2-11, the program earned a 5.0/37 (1.5 million viewers), up 18% in ratings and 24% in kid delivery compared to like time period last year.

"Slime Time Live," Nick's interactive after-school programming block, earned a 5.4/24 (1.6 million kid viewers) among kids 2-11 -- up 10% in rating and 15% in kid delivery over last year. In February, the block featured "Bubblecast" - the first online game designed for kids to play on their computers as they watch Nickelodeon television shows - in the 4 p.m. (ET/PT) hour. The "Bubblecast" hour earned a 5.4/27 (1.6 million kid viewers), up 25% in ratings and 31% in delivery over last year.

Incidentally, according to a clutter report released today at the AAAA media conference in New Orleans, for the second year in a row, compared to all other cable networks, Nickelodeon posted the least amount of non-programming minutes with only 13:44 minutes per hour.

In other cable ratings news, against formidable sweeps competition from the broadcast networks, USA Network has reclaimed the #1 position, tying with TBS, in the monthly primetime ratings for February. With a 2.0 coverage area household rating in primetime, USA Network also flexed it ratings muscles by gaining in other dayparts and in target demographic groups.

Since October 2000, USA has been trending upward with a household rating increase of about a tenth of a rating point in primetime each month. And while the network was down in household rating (by four-tenths) from February 2000's 2.4, target adult 25-54 delivery was up slightly (1%) despite the loss of 6.0+ rated Monday night wrestling.

- Anya Khait may be reached at anya@mediapost.com