Daytime is Strongest in Women 25-54 Demographic - Soap Opera Network
Ratings

Tuesday, June 8, 2010 at 3:45 PM ET by Errol Lewis


Photo: Aaron Montgomery/JPI

(SoapOperaNetwork.com) — While there is heavy emphasis on the all important Women 18-49 demographic, which is how most advertising inventory is sold for the daytime soaps, Soap Opera Network has found that daytime programs including "The View" and both editions of "The Price is Right" are in fact viewed in greater proportions by Women 25-54.

(Editor's Note: Ratings data is based on Live+Same Day for the Week of May 24, 2010. Last weeks report was incorrectly labeled for said week, but was in fact for the Week of May 17, 2010).

During the Week of May 24, 2010, CBS' "The Young and the Restless" not only dominated in Total Viewers, Households, and Women 18-49, the soap also had a strong hold in Women 25-54 with a 2.1/14 rating or 1.3 million Women 25-54 viewers, which was a loss of 9% year-to-year in both categories. ABC's "The View" was next in the number two spot in full daytime with a 1.5/11 or 958,000 Women 25-54. "The View" was down 6% in rating and 4% in viewers. Otherwise, when comparing just the soaps, "General Hospital" and "One Life to Live" tied at #2 with a 1.4/9. "GH" is down 18% year-to-year in Women 25-54, while "OLTL" is down a mere 7%. "GH" had 11,000 more Women 25-54 viewers than "OLTL" (901,000 vs 890,000). Daytime's least watched program is "As The World Turns," which is down 17% year-to-year in rating (1.0/7 vs 1.2/7) and 17% in Women 25-54 viewers (634,000 vs 765,000).

Women 25-54 Rating and Viewership
Week of May 24, 2010

Rank Soap Women
25-54
Rating/Share
Women 
25-54 
Viewers
1 The Young and the Restless 2.1/14 1,311,00
2 The View 1.5/11 958,000
3 The Price is Right II 1.4/10 907,000
  General Hospital 1.4/9 901,000
  One Life to Live 1.4/9 890,000
6 The Bold and the Beautiful 1.3/8 809,000
  All My Children 1.3/8 791,000
8 The Price is Right I 1.2/9 773,000
  Days of our Lives 1.2/8 750,000
10 As The World Turns 1.0/7 634,000

Daytime Median Age
Week of May 24, 2010 vs Week of May 25, 2009

Rank Soap Median Age Percent (%) Change
1 General Hospital 51.5 +1
2 One Life to Live 52.9 +1
3 Days of our Lives 54.3 +5
4 All My Children 56.2 +5
5 As The World Turns 57.6 -1
6 The Young and the Restless 58.5 +1
7 The Bold and the Beautiful 58.7 -2
  The View 58.7 +1
9 The Price is Right I 63.5 +2
  The Price is Right II 63.5 +3

Source: Nielsen Media Research

  • The Bold and the Beautiful
  • All My Children
  • One Life to Live
  • The Young and the Restless
  • Days of our Lives
  • General Hospital
  • As The World Turns
  • The View
  • The Price is Right I
  • The Price is Right II

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