LCD Display Different Battery vs USB

I have a 4x20 LCD where I am ruining into something new; when the Arduino is connected to USB power, the display is perfect and easily visible; when connected to battery power, the display is almost unreadable (like contrast knob need adjusting). Unfortunately the way it is mounted I don't have easy access to the contrast knob.

I am powering with a 6 x AA battery pack and fresh batteries; I've also tested with single 9v.

Suggestions?

Clearly the voltage supplied to the LCD differs under these two circumstances.

Measure it with your multimeter at the supply terminals to the LCD (pins 1 and 2) in each case, tell us what it shows.