Friday, January 20, 2012

Daytime TV Ratings: Week Of January 9-13, 2012 - OLTL 3.85 Million on Friday, #2 in W18-49 Demo For Week

The only ratings we have for daytime so far are from CBS which sent out a press release about THE TALK with neither of their daytime soaps mentioned. It will be interesting to see how well ONE LIFE TO LIVE performed airing against THE TALK in most places.

From CBS:
CBS's THE TALK delivered its largest audience since the week ending July 23 and matched its best key women demographics of the season for the second consecutive week, according to Nielsen live plus same day ratings for the week ending Jan. 13.

THE TALK averaged 2.27 million viewers, 1.1/06 in women 25-54 and 0.8/05 in women 18-49.

This reminds us of the Wall Street Journal article on CBS Daytime from September 2011 that mentioned the improved profit margins with non-soap programming:

CBS has made a number of adjustments to its daytime schedule, replacing expensive scripted fare with cheaper game shows and gab-fests. In October 2009, it supplanted long-running soap opera GUIDING LIGHT with game show LET'S MAKE A DEAL. A year later, the company replaced another soap opera, AS THE WORLD TURNS, with THE TALK.

The strategy has had some success: at an investor conference last week, Mr. Moonves said five to seven years ago, CBS's daytime line-up was losing about $25 million annually. This year, he said, the five shows that comprise CBS's daytime schedule will make CBS more than $100 million. The other CBS daytime shows include THE PRICE IS RIGHT and soap operas, THE BOLD AND THE BEAUTIFUL and THE YOUNG AND THE RESTLESS.
ABC has now sent out a press release. Their comments are about THE CHEW and not ONE LIFE TO LIVE. They fail to mention the reason THE CHEW achieved its highest ratings ever on Friday was because it aired between ONE LIFE TO LIVE being featured on THE VIEW and the ONE LIFE TO LIVE finale.

The final week of ALL MY CHILDREN averaged 689,000 female viewers ages 18-49 while ONE LIFE TO LIVE averaged 784,000.

From ABC:
* ABC ranked as Daytime's #1 network in Women 18-34 (0.6 rating/188,000 - tie), Women 18-49 (1.0 rating/661,000 - tie) and Women 25-54 (1.4 rating/848,000).

* This week ranked as THE CHEW's most-watched week to date in Women 18-49 (526,000), its 2nd-most-watched week in Total Viewers (2.560 million) and 3rd-most-watched week in Women 25-54 (676,000).

* Friday's THE CHEW, featuring actress Lana Parrilla of ABC's ONCE UPON A TIME became the series' #1 telecast to date in Total Viewers (2.774 million), Women 18-49 (617,000) and Women 25-54 (784,000), and its #2 telecast on record in Women 18-34 (232,000).

Following are the Daytime Lineup averages, plus Top 5 Programs Ranks in Women 18-49 (sorted by) and Women 25-54:

Source: NTI, Live + Same Day: Week of 1/9/12. "Price is Right" is average from 11:00 a.m. - 12:00 p.m. All ranks/ties based on rating unless otherwise noted.

ONE LIFE TO LIVE averaged 3.12 millions viewers in its final week.

Total Viewers
1. Y&R 4,787,000
2. B&B 3,334,000
3. OLTL 3,120,000
4. GH 2,557,000
5. DAYS 2,424,000

Monday: 2.0/2,807,000
Tuesday: 2.1/2,719,000
Wednesday: 2.1/2,925,000
Thursday: 2.4/3,302,000
Friday: 2.7/3,848,000

Source: SON

- THE REVOLUTION Panned By Critics, Flops In Ratings In Opening Days


  1. ABC bosses are lying to everyone about the ratings. no one is watching the crappy shows that have replaced the soaps of over 80 years of history. CBS is going the same. We rather see soaps than these cheap, crappy shows. They might save the channels money but in the end they are LOSING viewers. We relate to soaps not to cheap game shows. They need to bring back soaps, NOW before they lose more viewers.

  2. I agree 100% with amblue 26. If I want to watch a self help program I will watch Dr. Oz. I refuse to watch these stupid, boring talk self hipe programs that have replace one life to live.
    I watched one life to live since it started with my mother. My daughter got hooked on it because it was a show that she could relate to. Now it's gone replaced with another boring yap, yap, yap program. I will never watch the new replacement show. The network is out of touch with what us woman want, and worse they don't care.