Heading into this year’s upfront, many cable networks have a good story to tell -- but most are smaller mid-networks, according to RPA.
A report from media agency RPA says those cable networks below the top 25 viewing networks gained 2% in total average viewership, according to season-to-date Nielsen C3 data for September 19, 2011 through January 15, 2012.
Overall, the top 25 networks were down 3% in total viewers, according to Nielsen C3 data.
Those that gained ground in the top group among total viewers were USA (3%); History (6%); Cartoon Network (7%); Adult Swim (12%); FX (3%); A&E (13%); Syfy (7%); Discovery (12%); Hallmark (3%); and Food Network (17%).
On the losing end: ESPN (7%); Nickelodeon (6%); TBS (4%); Nick-At-Nite (29%); Fox News (6%); TNT (13%); ABC Family (4%); ION (15%); HGTV (9%); AMC (4%); truTV (1%); and MTV (10%).
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Nielsen C3 data are commercial ratings plus three days of time-shifted viewing, the measurement that advertisers use for their media buys.
ESPN’s “NFL Monday Night Football” continues to be the big draw when it comes to C3 ratings among 18-49 viewers -– pulling in 6.5 million viewers. NFL Network’s “NFL Thursday Night Football” was next with 2.98 million; FX’s “Sons of Anarchy,” 2.33 million; TBS’ “MLB Division Series,” 2.24 million; and FX’ s “American Horror Story,” 2.040 million.
The next group, in places five through 10, are: USA “WWE Entertainment” at 1.933 million; NFL Network's ”NFL Thursday Night Football Pre-Kick,” 1.643 million; AMC’s “Walking Dead,” 1.53 million; USA’s “Psych,” 1.46 million; and TBS’ “For Better or Worse,” 1.33 million.
Some bigger cable shows like AMC’s “Mad Men,” MTV’s “Jersey Shore,” and AMC's “The Killing,” had yet to debut new seasons.
Why does it take so long to get this information? Are they using punch cards?