Daytime Ratings, Male Viewers & 18-49

Below are the latest Nielsen Ratings (Week of Nov. 17-21) from Soap Opera Network. What I always find interesting is the number and percentage of male viewers, who obviously prefer the CBS soaps. The four CBS shows are the only ones to gain in viewers for the week before Thanksgiving, and all four went up in male viewers as well. I can't remember any commercials targeted to a male audience so should that change? Could that audience grow with the right storylines? GUIDING LIGHT has the second highest percentage of male viewers (24.2%) compared to total viewers.

Total Viewers (vs last week/vs last year)
1. Y&R 5,080,000 (+204,000/-384,000)
2. B&B 3,571,000 (+90,000/-259,000)
3. GH 2,819,000 (-70,000/-491,000)
4. DAYS 2,698,000 (+28,000/+137,000)
5. OLTL 2,680,000 (-232,000/-149,000)
6. ATWT 2,655,000 (+120,000/-273,000)
7. AMC 2,590,000 (-93,000/-95,000)
8. GL 1,985,000 (+35,000/-588,000)

Men 18+ Viewers (vs last week/vs last year) - % of total viewers
1. Y&R 1,305,000 (+131,000/-89,000) - 25.7%
2. B&B 842,000 (+87,000/-43,000) - 23.6%
3. ATWT 590,000 (+71,000/-27,000) - 22.2%
4. DAYS 581,000 (-60,000/+34,000) - 21.5%
5. AMC 508,000 (-22,000/-74,000) - 19.6%
6. GL 482,000 (+24,000/-54,000) - 24.2%
7. GH 478,000 (-9,000/-169,000) - 17.0%
8. OLTL 465,000 (-70,000/-122,000) - 17.4%

In the Women 18-49 demo, only Y&R and GL showed gains from the previous week and only Y&R has gone up since last year. These weekly ratings tend to be inconsistent from week to week so it's hard to read too much into them, but obviously the shows with double digit losses have cause for alarm.

Women 18-49 Viewers (vs last week/vs last year) % +/- versus last year
1. Y&R 1,162,000 (+92,000/+17,000) +1.5%
2. GH 909,000 (-84,000/-209,000) -18.7%
3. OLTL 830,000 (-136,000/-90,000) -9.8%
4. DAYS 820,000 (-11,000/-14,000) -7.7%
5. B&B 814,000 (-5,000/-29,000) -3.4%
6. AMC 758,000 (-101,000/-53,000) -6.5%
7. ATWT 646,000 (-2,000/-88,000) -12.0%
8. GL 505,000 (+14,000/-185,000) -26.8%

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