TNT Fast-Breaks Past UPN, WB

Boosted by the National Basketball Association playoffs, TNT beat broadcasters UPN and The WB in primetime during the May sweep, according to preliminary data released Tuesday from Nielsen Media Research.

This May sweep also marks the third straight time cable has won over broadcast in primetime households with a 53 share, compared with a 44.7 for the seven broadcasters.

In primetime, TNT outdelivered UPN and The WB among adults 18-49, adults 25-54, persons two and older and households, according to a Turner Research analysis of Nielsen data.

For the second consecutive year, TNT also outdelivered UPN and The WB in the May sweep among men 18-34, 18-49 and 25-54.

“Beating two broadcast networks during their most crucial month of the year, May sweeps, is a strong achievement for TNT and marks the continued shift in viewers from broadcast to cable,” Steve Koonin, executive vice president and chief operating officer for TNT and sister network TBS, said in a prepared statement.

“We are proud to be standing at the forefront of the cable industry’s excellent performance against broadcast and thrilled to be a part of the most dramatic NBA playoffs ever,” he added.

Overall during the May sweep, TNT ranked as ad-supported cable’s No. 1 network in primetime among adults 18-34, adults 18-49, adults 25-54, persons two and older and households, as well as in total day among adults 18-49 and 25-54.