The rise of THE VIEW comes as virtually every other daytime program is trending downward in the ratings.
John Rash, a media buyer for Campbell Mithun in Minneapolis, thinks that's because THE VIEW has actually been part of an audience shift for women.
"It's daytime's truly topical show, and it's running in an era when people are particularly attuned to the news," he said. "Its topicality makes it entirely episodic, which is the complete inverse of the daytime dramas that have defined network television for years."
And THE VIEW draws an audience that's desirable to advertisers, including Big Lots, which is sponsoring the show's first weeklong trip to California in four years. Among daytime talkers, only THE OPRAH WINFREY SHOW draws more viewers in households with income above $100,000.
In terms of overall audience, it still has a way to go to catch perennial daytime broadcast leader THE YOUNG AND THE RESTLESS (5.1 million viewers), but THE VIEW is closing the gap in the key daytime demo of women 18-49. It topped all of daytime in the demo for the first time last October and trails only CBS' RESTLESS for the season, according to Nielsen.
And a couple of weeks ago, it outdrew all other broadcast daytime programming in the younger women 18-34 category for just the second time in its history.
Will the success of THE VIEW this season lead to copycat shows on other networks?
LOL -- since when do households with $100K+ income shop at Big Lots??
ReplyDeleteI think those sentences are completely separate thoughts even though Variety included them in the same paragraph.
ReplyDeleteWe don't have Big Lots here but I remember them from when I lived in TN.