Marc Berman of TV Media Insights has been doing an excellent job in reporting the overnight ratings data for ABC's new daytime talk show "The Chew," which replaced soap opera "All My Children" in the 1:00 PM ET/12:00 PM PT timeslot on Monday, September 26. Since the talker debuted it has lost ground compared to "AMC's" performance at the same point last year in television households. Now more than a week since its debut, Berman has revealed that the show is also losing ground in the all important Women 18-49 sales demographic compared to how "All My Children" had performed as well.
A few weeks ago an insider informed us that a 1.7 is the lowest acceptable point a daytime program can reach in households before television networks begin to worry about the future of the program on their daytime schedules (ten years ago it was a 2.7). After four days on the air, "The Chew" has hit that benchmark.
"All My Children," aired its series finale on Friday, September 23, 2011 with its largest weekly audience in over four years (since week of August 20, 2007), its largest single day episode in more than 4 1/2 years (since the May 11, 2007 episode) and tied its highest weekly household rating in four years (since week of September 24, 2007). The canceled ABC soap managed to place second in households for the first time in 16 years (since week of July 10, 1995) and placed second in viewers for the first time in nearly seven years (since week of December 6, 2004).
Although ABC did not expect "The Chew" to outperform "All My Children" every day nor did they expect it to beat it in the long-run, after all the ultimate goal is to save money by producing a cheaper show, the network should still be a little worried about "Chew's" performance after three days of ratings data have been released.
One day on the air and "The Chew" is already beating "All My Children's" most recent performance in Total Viewers and the key sales demographic of Women 18-49. The new food and lifestyle talk show also beat the soaps season to date performance for the 2010-2011 television season that concluded on Friday, September 16.