USA's 1Q Marks 15th Straight Quarterly Win

USA was #1 in 1Q10, a victory that marks fifteen consecutive quarterly wins among ad supported entertainment cable networks in delivering P25-54, P18-49, total viewers and households?the longest winning streak ever in any of these coveted demographics. USA delivered more P25-54 (1.40 million, +39% over #2 TNT), P18-49 (1.30 million, +27% over #2 TBS), P18-34 (584,000, +1% over #2 TBS), total viewers (3.14 million, +29% over #2 DSNY) and households (2.33 million, +32% over #2 FOXNC) than any other cable network in prime. USA earned the quarter's largest household coverage rating in basic cable prime (2.36, +0.55 over #2 FOXNC) and was the only network to deliver over 3 million total viewers or 2 million households in the quarter in cable prime.

Additionally, USA won the total day crown in 1Q10, delivering more P25-54 (680,000, +1.5% over #2 TNT) and P18-49 (643,000, +1% over #2 TNT) than any other cable network.

USA continues to out-perform The CW with double-digit margins over the broadcaster in P18-49 (+32%), P25-54 (+58%), total viewers (+87%) and households (+85%). USA registered victories over broadcast in most primetime (M-Su 8P-11P) hours this month with new episodes of USA Originals WHITE COLLAR, PSYCH and BURN NOTICE, WWE MONDAY NIGHT RAW, hit movies, and episodes of the hottest acquired series on cable, NCIS, LAW & ORDER: SPECIAL VICTIMS UNIT and HOUSE.

USA was home to most of the top 40 P25-54 and P18-49 entertainment telecasts in 1Q10 (22 in P25-54 and 21 in P18-49) with episodes of the USA's original scripted series and WWE MONDAY NIGHT RAW.

· BURN NOTICE kept up the heat in 1Q10 as the #1 series on cable, delivering more P25-54 (3.29 million), total viewers (6.35 million) and households (4.44 million) than any other cable original series. More P18-49 (3.20 million) and P18-34 (1.56 million) watched BURN NOTICE than any other scripted series on cable in 1Q10. The winter season premiere was the quarter's #1 scripted telecast among P25-54 (3.63 million), the #1 scripted series telecast among P18-49 (3.56 million) and the only telecast to deliver over 3.5 million P25-54 viewers to a scripted telecast or 3.5 million P18-49 to a scripted series telecast. The winter season brought in more P18-49 (+1%) and P18-34 (+13%) than watched in 1Q09. BURN NOTICE was the only series on cable in 1Q10 to deliver over 3 million P25-54, 6 million total viewers or 4 million households and no other scripted series drew over 3 million P18-49 or 1.5 million P18-34. No television network, broadcast or cable, beat BURN NOTICE head-to-head in M18-34 delivery in 1Q10 on Thursdays at 10P when the show aired.

· USA's strategic move of WHITE COLLAR and PSYCH to new nights resulted in younger audiences and higher demos. The show's stayed among the quarter's top scripted originals, taking the #2 and #3 spots, respectively, among P25-54 (WC 2.36 million / PSYCH 2.29 million), P18-49 (2.28 million / 2.27 million), total viewers (5.11 million / 4.61 million) and households (3.60 / 3.23). Both shows enjoyed +17% gains from 2009 in P18-34 viewing, with PSYCH having its best winter season ever in this demo, up +27% from 1Q09, and WHITE COLLAR improving +2% in P18-49 viewing from 4Q09. BURN NOTICE, WHITE COLLAR and PSYCH were the only scripted series to average over 2 million P18-49 or 4.5 million total viewers in 1Q10. When the network aired WHITE COLLAR Tuesdays at 10P, USA delivered more M18-34 than CBS and when USA ran PSYCH Wednesdays at 10P, only NBC delivered more of these viewers. PSYCH also outperformed ABC head-to-head in delivering P18-34, and all male demos (18-49/25-54/2+/18-34).

· The only acquired series on cable to average over 1 million P25-54 viewers in 1Q10 were on USA, led by NCIS at #1 with 1.51 million P25-54, LAW & ORDER: SPECIAL VICTIMS UNIT with 1.12 million and HOUSE with 1.03 million. NCIS was also the top acquired series this quarter among P18-49 (1.2 million), total viewers (4 million) and households (3 million). LAW & ORDER: SPECIAL VICTIMS UNIT was the 2nd most popular acquired series this quarter among total viewers (2.58 million) and households (2.06 million) while HOUSE was #3 in households (1.70 million). USA was the only network to average over 2.5 million total viewers or 2 million households to any acquired series this month.

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 www.usanetwork.com. 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.

 

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