Ratings: A Closer Look at Daytime Talk

Disney/ABC Television Group

(SoapOperaNetwork.com) — Before we post the daytime soap opera for the week of March 26-30, 2012, our friend at has posted the latest ratings for daytime talk shows and things are still looking very bad for ABC’s “” while “” has sustained a similar total audience in comparison to former time-period occupant “.” “” was in repeats, while “” on CBS was up year-to-year in total viewers and Women 25-54 rating, flat in Women 18-49 rating and down in Women 18-34 rating.

What follows is a look at the daytime talk show ratings for the week of March 26-30, 2012 and a breakdown of how “Revolution” compares to “” on a year-to-year basis.

“One Life to Live” on ABC began a ratings trajectory on the plus side year-to-year beginning with the week of March 14-18, 2011 in total viewers, when compared to its performance for the same week in 2010 (week of March 29 – April 2, 2010), while either flat or down in some of the key sales demographics (2011 vs 2010), but in 2012 the soaps replacement, “The Revolution,” has eroded any and all audience gains the drama had picked up and has brought in historic lows for the network overall in total viewers, Women 18-49, Women 25-54 and Women 18-34. The “It’s About You” daytime talker tied its historic low in total viewers (1.32 million), and tied or hit new lows in Women 18-49 (0.4/3), Women 25-54 (0.6/4) and Women 18-34 (0.2/2). Year-to-year (week of March 28 – April 1, 2011), “One Life to Live” performed much stronger in total viewers (2.57 million), Women 18-49 (1.0/6), Women 25-54 (1.2/7) and Women 18-34 (0.6/4).

According to Berman, “Revolution” is down a whopping 49% in total viewers compared to “One Life,” while losing 60% in Women 18-49, 50% in Women 25-54 and a jaw dropping 67% in Women 18-34.

CBS’ “The Talk,” featuring some of country music’s biggest stars as guests including in promotion of “” that aired on Sunday, April 1, jumped 10% year-to-year in total viewers (1.96 million to 2.16 million), 11% in Women 25-54 (1.0/7), while flat in Women 18-49 (0.8/5) and down 20% in Women 18-34.

For a look at how “The Chew” performed compared to “All My Children” on the year-ago and more on daytime talk, head on over to TV Media Insights.

  • foxcrane

    Yeah, The Revolution is really bad — and I’m certainly not making a case for it here — but do the numbers indicate how many viewers are watching The Revolution live vs. how many watched OLTL live?  Advertisers prefer live viewers as opposed to viewers who VCR-DVR, since live viewers might actually be watching the commercials.  Daytime soap operas are well known to be one of the most heavily-recorded programs out there. I’m guessing the percentage of viewers who record lifestyle and talk shows (especially this one) is far lower.

    • ErrolLew

      The ratings we post each week are based on Live+SD, which is the rating category in which daytime programming is looked upon. However, when we post the seasonal averages in our weekly report those numbers are using final numbers based on Live+7. 

      Therefore, even if “One Life to Live,” or soaps in general, received heavy DVR viewing its ratings remains superior to that of “The Revolution’s.” In fact, to make it clearer, “One Life’s” year-to-year comparisons to “Revolution” shows that more viewers watched the canceled ABC soap in Live+SD viewing than those currently watching the talk show.Make sense?Note: Live+SD = Live+Same Day; Live+7 = Live+7 Days.

  • Does anyone count Soapnet viewers?  The decline of daytime ratings seemed to begin with the start of Soapnet.  Once it is gone will the daytime ratings start to go significantly up?

  • onbox

    Katie Couric, I heard was going to have a talk show
    in the GH timeslot. I guess that we will be seeing GH go next in favor of more
    talk shows, like we really need more self improvement. My wife and I will miss
    GH as we already miss AMC and OLTL. I guess that we will be spending more time
    in the garden which would probably be better for us anyway. (We are both
    retired) Shame on ABC anyway!

  • Oldcountrycrows

    I will never watch anything that ABC puts in place of my Soaps and if they pull GH I may never watch anything they put on. I DVR all my shows as I work alot. Sometime I do not get to watch them until the next day or if the cable went out I might have had to watch it on soap net. Im not sure how they really rate veiwer-ship but they should have taken all of that into consideration before pulling off our soaps As for all the self-help programs ..BORING!
    Just my Thoughts

  • Simba762009