• by Anya Khait , April 4, 2001

By Anya Khait

80 MILLION SUBSCRIBERS

The National Networks (TNN) hit its most successful quarter in its 18-year history in Q1 2001, achieving its most watched quarter among households and among its target demographic, Adults 18-49, in both Primetime and Total Day. These dramatic increases propelled TNN into the top ten ranked networks in Primetime among both households, where TNN ranked #10, and among Adults 18-49, where TNN ranked #7.

During 1Q01, Primetime household ratings increased dramatically, up 53% to a 1.12 rating among households (from .73 in 1Q00). Primetime households were up 62% (894,000 HH in 1Q01 vs. 552,000 HH in 1Q00), moving TNN to the 10th highest ranked network among all Nielsen-rated advertiser-supported networks, up from 21st a year ago. The most dramatic increase was among Adults 18-49 viewers, which increased 148%. TNN was the 7th ranked network among Adults 18-49 viewers for 1Q01 up from 27th a year ago.

In Total Day, household ratings were up 31% (.51 in 1Q01 vs. .39 in 1Q00) and households increased 37% (407,000 HH in 1Q01 vs. 298,000 HH in 1Q00). Growth among key demographics 18-49 was even greater with a 58% increase among Adults 18-49 during the quarter.

In addition, in March, TNN passed 80 million subscribers, a landmark achieved by few cable networks - TNN currently reaches 80.9 million subscribers, ranking #7 in terms of subscriber universe.

NICK NEWS

Nickelodeon's two newest hit Nicktoons, "The Fairly Odd Parents" and "Invader ZIM," bowed Friday, March 30, in prime time to the tune of double-digit ratings gains among kids 2-11 over like time period last year. The new Nicktoons also ranked as the highest-rated programs among kids 2-11 in their respective time periods on Friday night against all broadcast and basic cable competition. As 2001 marks the 10th anniversary of Nicktoons - which were established in 1991 with the launch of "Rugrats," "Doug" and "The Ren & Stimpy Show" - "The Fairly Odd Parents" and "Invader ZIM" join the network's hit stable of funny, irreverent and original creator-driven animated properties.

"The Fairly Odd Parents," which debuted at 8:30 p.m. (ET/PT) on March 30, dazzled with a 7.8/25 (2.4 million average viewers) among kids 2-11, marking year-ago time period increases of 44% in rating and 49% in delivery. "Invader ZIM," Nickelodeon's first animated science-fiction/fantasy series, beamed in at 9 p.m. (ET/PT) on March 30 with a 6.0/17 (1.8 million average viewers) among kids 2-11, up 63% in rating and 69% in delivery over like time period last year.

Nickelodeon has finished First Quarter 2001 as the number-one basic cable network in total day, extending its reign at the top spot to more than five years (22 consecutive quarters). On an overall HH basis, Nick's delivery levels were consistent with 1Q '00, averaging a 1.4 rating and delivering 1.1 million HH in total day for 1Q '01.

Nick was number one across every kid demo (kids 2-11, 6-11, 2-5 and 9-14) on a 24-hour basis for the quarter. In the key kids 2-11 demo in 1Q '01, Nickelodeon averaged a 3.0/21 (923,000 average viewers), up 4% in rating and 9% in delivery over prior-year levels. Among kids 6-11, the network scored a 2.8/21 (520,000 average viewers), marking increases of 7% in rating and 12% in delivery over last year. With kids 2-5, Nick averaged a 3.4/22 (403,000 average viewers), consistent in rating and up 5% in delivery as compared to last year. With tweens (kids 9-14), the network posted a 1.9/14 (359,000 average viewers) on a 24-hour basis, up 7% in rating and 17% in delivery over last year.

A TIGHT TITLE GAME

A tight title game between preseason contenders from opposite coasts helped the NCAA men's basketball tournament stem its recent TV ratings slide. CBS Sports' broadcast of Duke's 82-72 victory over Arizona on Monday night drew a 15.6 national rating.

The good news for the network is that it's a 10.5% increase over last year's record low. The bad news: Monday's rating still ranks as the second lowest since at least 1975, according to Nielsen Media Research. TV ratings for the championship game had declined each of the previous three years, mirroring the trend of dropping viewership for most major sports events.

The entire tournament finished with an average rating of 6.5, up slightly from 2000's 6.4, the low mark in the 20 years CBS has televised the event. Each rating point represents a little more than 1 million U.S. television households.

According to CBS, 42 million people tuned in for at least six minutes of Monday's game. And the telecast drew 22% higher ratings among men 18-49 than did the 2000 championship game between Michigan State and Florida.

Ratings were off 3%, meanwhile, for the women's championship, in which Notre Dame edged Purdue 68-66 Sunday night on ESPN. That game drew a 3.3 cable rating.

The women's semifinal games, though, were up 24%. ESPN's tournament coverage drew an overall average rating of 1.1, about even with last year, while ratings on ESPN2 were up about 25%.

RATINGS and RANKINGS

It was a photo finish for ABC and CBS in last weeks ratings race. NBC lag behind with another historic low with XFL football. Fox's latest reality series, "Boot Camp," was the network's most-watched program during its first week on the air - according to Nielsen, 15.8 million people tuned in to watch military personnel scream at contestants.

ABC's "What About Joan," starring Joan Cusack, had a strong start with 14.9 million viewers, while "My Wife and Kids," with Damon Wayans, had 13.7 million viewers.

Viewers flocked back to "Survivor II," the week's most popular show, after a one-week hiatus. The show drew 28.1 million viewers.

NBC's XFL broadcast Saturday night had a 1.5 rating, believed to be the lowest-ever prime-time night among the big three networks in Nielsen history. It broke its own record of 1.6 set two weeks ago.

For the week, ABC averaged 12.74 million viewers to CBS' 12.73 million viewers. CBS had a narrow edge in households. Both had 8.7 ratings and 14 shares. NBC averaged 10 million viewers (6.9 rating, 11 share), Fox had 9.6 million (6.0, 10) and won among adults aged 18-49. UPN had 3.3 million viewers (2.1, 3), the WB had 3 million (2.0, 3) and Pax TV had 1.5 million (1.0, 2).

NBC's "Nightly News" led with 10.2 million viewers (7.4 rating, 15 share), the "CBS Evening News" had 9.3 million viewers (6.8, 13) and ABC's "World News Tonight" had 9.2 million viewers but a higher rating than CBS (7.1, 14).

For the week of March 26-April 1, the top 10 shows, were:

1. "Survivor II," CBS, 16.6, 17.0 million homes.

2. "E.R.," NBC, 16.3, 16.6 million homes.

3. "CSI: Crime Scene Investigation," CBS, 13.8, 14.1 million homes.

4. "Who Wants to Be a Millionaire-Tuesday," ABC, 12.9, 13.2 million homes.

5. "Friends," NBC, 12.1, 12.4 million homes.

6. "Who Wants to Be a Millionaire-Sunday," ABC, 11.8, 12.1 million homes.

7. "CBS NCAA Basketball Championship Saturday Game 2: Duke vs. Maryland," CBS, 11.6, 11.9 million homes.

8. "Who Wants to Be a Millionaire-Thursday," ABC, 11.3, 11.6 million homes.

8. "The Practice," ABC, 11.3, 11.6 million homes.

10. "ABC Monday Night Movie: South Pacific," ABC, 11.2, 11.4 million homes.

10. "Law and Order," NBC, 11.2, 11.5 million homes.

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