With the first half of 2019 officially over, we partnered with Inscape, the TV data company with glass-level insights from a panel of more than 11 million smart TVs, to take examine topline trends for five of the biggest cable networks: ESPN, HGTV, USA Network, TBS and TNT. The data below covers Jan. 1 through June 30. We were particularly interested in the overlap between the viewers of these nets, and where, regionally speaking, their core audiences live.
There were high rates of viewership crossover between TBS and TNT, which makes sense given that those were two of the biggest networks for the 2019 NCAA Basketball Tournament.
With some exceptions, viewership hot spots trended towards the Southeast, East Coast and Midwest
Despite airing much of the 2019 NCAA Basketball Tournament, syndicated shows were more popular with TBS-viewing households.
At the high end of crossover rates: 72% of TBS viewers also tuned into TNT
71% of USA viewers tuned into TNT and 69% to TBS
71% of ESPN viewers tuned into TNT, but only 64% tuned into TBS
At the low end: only 45% of both ESPN and TNT viewers had watched HGTV; only 47% of TBS fans watched HGTV
TBS viewership skews toward the eastern half of the country.
The Northeast and Southeast United States tuned into USA Network more heavily than other locations.
Georgia, Alabama and Mississippi tuned in heavily to ESPN.
For HGTV, viewership DMA hotspots included Panama City, FL; Myrtle Beach-Florence, SC; Wilmington, NC; Presque Isle, ME; and Traverse City-Cadillac, MI.
One of TNT’s key DMAs was Myrtle Beach-Florence, SC.
What These Viewers Were Watching the Most
ESPN: SportsCenter, College Basketball, NBA Basketball, Pardon the Interruption and First Take
HGTV: House Hunters, Fixer Upper, Love It or List It, My Lottery Dream Home and Property Brothers
USA Network: House, Law & Order: Special Victims Unit, Modern Family, NCIS and Chicago P.D. (all in syndication)
TBS: Friends, The Big Bang Theory, Family Guy, The King of Queens and American Dad (all in syndication)
TNT: NBA Basketball, Supernatural, Charmed, NCIS: New Orleansand Bones
*A note about methodology: You have to do more than just flip past a station with your remote to count as a “crossover viewer” in Inscape’s system. For the data above, the minimum viewing threshold is 10 minutes.