The channel that has been the perennial most-watched cable network has slipped into a prime-time ratings slump in the first two quarters of 2012, reports the New York Post.
NBCUniversal-owned USA Network saw the most pronounced decline in the second quarter, with total prime-time viewers falling 9.8% to 2.55 million through the week of June 17, the story notes. USA usually sees a second-quarter dip during the basketball playoffs, but this year’s decline has been worse than usual, the piece adds.
“The NBA Finals have had plenty of impact in the second quarter, especially on same-day viewing of original series, pushing audiences to watch their favorite programs later and on other platforms,” said Ted Linhart, research chief at USA.
The network still expects to remain the top-rated network in 2012, the story adds. The channel has been No. 1 for six years in a row, the report notes.