Friday, October 14, 2011

Daytime Ratings: Y&R Reaches New Lows, DAYS #1 in W18-34, THE CHEW Even Worse Than Expected

The daytime ratings are in for the week of October 3-7, 2011, and it's good news for DAYS OF OUR LIVES, bad news for THE YOUNG AND THE RESTLESS, and disastrous news for THE CHEW (and Brian Frons).

Y&R hit news lows in total viewers (4.2 million), household rating (3.1) and number of viewers in the Women 18-49 demo (808K). GENERAL HOSPITAL was last, but both GH and ONE LIFE TO LIVE were down possibly suffering from THE CHEW's continued poor performance.

From the NBC ratings press release: For the week of October 3-7, DAYS OF OUR LIVES (1.0 rating, 7 share among women 18-49, 0.6/4 among women 18-34) ranked #3 among network daytime series in the women 18-49 demographic and tied for #1 in the women 18-34 race. Versus the same week last year, DAYS was up 5 percent in total viewers (2.5 million up from 2.3 million).

DAYS matched its highest women 18-49 rating in 16 weeks (since the week of June 13-17).

Season to date, DAYS is tied for #3 in the women 18-49 category and tied for #1 in the women 18-34 demo. So far this season, DAYS is up in total viewers by 2 percent versus last season (2.512 million vs. 2.454 million).

Ratings reflect “live plus same day” data from Nielsen Media Research unless otherwise noted. Season-to-date figures are averages of “live plus seven day” data except for the two most recent weeks, which are “live plus same day.”

From TV Media Insights: Based on the Live Plus Same Day ratings results from Nielsen Media Research, new ABC daytime talker THE CHEW dipped from its already lackluster opening week ratings. THE CHEW averaged 1.78 million viewers for the week of Oct. 3, which was down by 322,000 viewers (or 15 percent) from the 2.10 million it delivered for the week of Sept. 26. Demo losses were 20 percent in women 25-54 (1.0 to 0.8 rating), 14 percent in women 18-49 (0.7 to 0.6) and 20 percent among women 18-34 (0.5 to 0.4).

Compared to year-ago time period occupant ALL MY CHILDREN, THE CHEW declined by 650,000 total viewers, or 27 percent (2.43 to 1.78 million). In target females, THE CHEW suffered losses of 38 percent in women 25-54 (1.3 to 0.9), 33 percent in women 18-49 (0.9 to 0.6) and 20 percent among women 18-34 (0.5 to 0.4).


  1. There is the proof that it's still worth to write a good soap opera. Let your people speak out about what's changing and really show it on-screen.

    DAYS really deserves it! It's so good to see that soap these days.

  2. Still good numbers for Days. I'm rooting for it. It deserves a chance from new/returning viewers. The new writers are light years different from Higley.

  3. First off what made them think ppl wanted another cooking feeling good show on daytime TV. it is totally boring. If Abc was Smart they'd put their daytime line up back as it was. With this being said, it does not surprise me DOOL has picked up with new viewer who are looking at all new S/L's with some returned vets of the show , as a replacement show.