How WATCH ABC Changes Will Affect Viewing of 'GH,' 'The View' and 'The Chew'; Shows Also on Hulu Plus

How WATCH ABC Changes Will Affect Viewing of ‘GH,’ ‘The View’ and ‘The Chew’; Shows Also on Hulu Plus

 
Topic:
Marc Berman

Disney/ABC Television Group

(SoapOperaNetwork.com) — Before we post the daytime soap opera ratings for the week of March 26-30, 2012, our friend Marc Berman at TV Media Insights has posted the latest ratings for daytime talk shows and things are still looking very bad for ABC’s “The Revolution” while “The Chew” has sustained a similar total audience in comparison to former time-period occupant “All My Children.” “The View” was in repeats, while “The Talk” 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 “One Life to Live” 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 Reba McIntyre in promotion of “The 47th Annual Academy of Country Music Awards” 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.



Disney/ABC Television Group

(SoapOperaNetwork.com) — “General Hospital” and “The Revolution” are both fighting for a spot on the fall 2012-2013 schedule on ABC Daytime, although neither appear to be making a solid case for themselves.

During the week of March 19-23, 2012, “General Hospital” was down in numerous key categories year-to-year and hit or tied new series lows in Women 18-49 rating (tied its series low with a 0.8), Women 18-34 (new series low with a 0.3). The remaining daytime soap on ABC was down by a mere 1,000 viewers from its performance the week prior (week of March 12-16, 2012), but the show has hemorrhaged a massive 622,000 viewers compared to its performance on the year-ago (week of March 21-25, 2011). “GH’s” most recent performance is a far cry from its comparable week last year when the soap was on the rise, which helped secure its future just before the network announced it was canceling “All My Children” and “One Life to Live.”

After hitting a series low during the week of March 12-16, 2012, “The Revolution was primed and ready for another series low during the week of March 19-23, 2012, according to figures released Thursday by Marc Berman, Editor in Chief of TV Media Insights.

“One Life to Live,” which last aired on Friday, January 13 of this year, had more than a one million total viewer advantage over “Revolution” and performed 46-60% higher in the key sales demographics including Women 18-49 and Women 18-34 on the comparable week last year (week of March 21-25, 2011). “Revolution” averaged  just 1.32 million viewers compared to “One Life’s” performance the year before when the ABC soap had a total average audience of 2.51 million viewers. On the year-ago in Women 18-49, “One Life” held a 0.9/6 rating compared to the 0.5/3 “Revolution” received (difference of 44%) and in Women 25-54 “One Life” had a 1.3/8 rating compared to “Revolution’s” 0.7/2 (difference of 47%). The “It’s About You” talker barely rated in Women 18-34 with its 0.2/2, which was a difference of 60% from “One Life’s” performance the year before when the soap hit a 0.5/4 rating. Note: “One Life to Live” began its upward swing in all ratings categories beginning with the week of March 14-18, 2011 (the trend continued until its series finale earlier this year).

Ratings Comparison per TV Media Insights:

  • One Life to Live – Week of 3/21/11
    Viewers: 2.51 million, Women 25-54: 1.3/ 8, Women 18-49: 0.9/ 6, Women 18-34: 0.5/ 4
  • The Revolution – Week of 3/19/12
    Viewers: 1.32 million, Women 25-54: 0.7/ 4, Women 18-49: 0.5/ 3, Women 18-34: 0.2/ 2

Percent Change – The Revolution vs. One Life to Live
Viewers: -47, Women 25-54: -46, Women 18-49: -44, Women 18-34: -60

If “Revolution” wasn’t problem enough for ABC, “The Chew” has returned to performing below “All My Children” in key ratings categories. Note: “The View” was in reruns.

For a look at how daytime talk shows performed during the week of March 19-23, 2012 head on over to TV Media Insights. For a look at how daytime soap operas performed, click here.



Crag Sjodin/ABC

(SoapOperaNetwork.com) — As in previous weeks, ratings for soaps are unavailable at press time but the numbers are out for talk shows including “The Chew,” “The Talk” and “The View.”

Per Marc Berman at TV Media Insights, ABC’s “The Chew” has reached its largest audiences since premiere week (week of September 26-30, 2011) in viewers while remaining flat in Women 25-54, Women 18-49 and Women 18-34 compared to its post premiere week averages.

Ratings for recently introduced ABC daytime talk show The Chew remained consistent from one week earlier, still trailing former occupant All My Children by noticeable proportions.  Based on the Live Plus Same Day data from Nielsen Media Research for the week of Oct. 17 (week four), The Chew averaged 1.94 million viewers, with no change demographically.  One year earlier, long-running scripted serial All My Children averaged 2.31 million viewers, with the demographic breakdown compared to The Chew as follows:

All My Children (ABC) – Week of 10/18/10
Viewers: 2.31 million, Women 25-54: 1.2/ 8, Women 18-49: 0.8/ 6,
Women 18-34: 0.5/ 3

The Chew (ABC) – Week of 10/17/11
Viewers: 1.94 million, Women 25-54: 0.9/ 5, Women 18-49: 0.6/ 4,
Women 18-34: 0.4/ 2

All My Children Advantage
Viewers: + 19 percent, Women 25-54: +33, Women 18-49: +33,
Women 18-34: +25

The Chew, of course, is cheaper to produce than All My Children, hence the programming change.  But sometimes the value of the audience is more important than the raw dollar figures, and the pending departure of One Life to Live for another talker, The Revolution, is also not likely to resonate in a daypart gutted with similar appeal programming.

For more on “The Chew” and how it compares to “The Talk” and “The View,” head on over to TV Media Insights.



Disney/ABC Television Group

(SoapOperaNetwork.com) — Ratings for the week of October 3-7, 2011 have not come out for soap operas as of this writing, but ratings for “The Chew” are! The talk show that replaced “All My Children” in the ABC Daytime lineup is now down to an average of just 1.78 million viewers tuning in for cooking advice according to Marc Berman of TV Media Insights.

For the week of October 3-7, 2011, “The Chew” is down a whopping 322,000 viewers from its already dismal debut week (week of September 26-30, 2011) and an even steeper decline of 650,000 viewers from what “All My Children” had during the comparable week last year.

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).

Check back soon as Soap Opera Network will be posting a full ratings analysis on “The Chewand its performance compared to “All My Children” and the rest of daytime.



Lorenzo Bevilaqua/ABC

(SoapOperaNetwork.com) – 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.

Per TV Media Insights, “The Chew” is averaging a a 0.9 rating/6 share among women 18-49 out of a 0.8/6 from the average ratings of its lead-in programming from the ABC affiliated stations (ie. syndicated fare such as “Who Wants to Be a Millionaire” or local news) after six days on the air (September 26 through October 3, 2011). “All My Children” by comparison averaged a 1.1/7 in the female demo (using October 2010 averages), which was 18% better than how “Chew” is performing so far. In the less important Women 25-54 demographic, “Chew” is averaging a 1.1/7 out of a 1.2/8 from its local lead-in averages. “AMC” averaged a 1.5/9 (again using October 2010 averages). Based on these numbers “Chew” is down 8 percent from its local ABC programming lead-in and 27 percent from how “AMC” performed one year earlier.

Final first week ratings data, including total viewers, for “The Chew” won’t be available until Thursday.



Lorenzo Bevilaqua/ABC

(SoapOperaNetwork.com) — 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.

According to Marc Berman of TV Media Insights, “The Chew” had a 1.7/6 household rating/share point for its Thursday, September 29 telecast – the show’s fourth episode on the air. “The Chew” is down 14% in households and one share point from what “All My Children” had pulled during the same point last year (September 2010) and is down a whopping 36 percent and three share points from its local ABC affiliate lead-in averages (predominantly “Who Wants to be a Millionaire”), which averaged together was a 2.8/9 2.6/8.

“Chew’s” Four Day Performance is as follows:

Monday 9/26 – Lead-in: 2.9/ 9, The Chew: 2.1/ 7
Tuesday 9/27 – Lead-in: 2.8/ 9, The Chew: 1.8/ 6
Wednesday 9/28 – Lead-in: 2.7/ 9, The Chew: 1.8/ 6
Thursday 9/29 – Lead-in: 2.6/ 8, The Chew: 1.7/ 6

What’s interesting to note is that “Chew’s” rapid fall is a direct result of the lead-in programming from the ABC affiliated stations across the country more so than the program itself, at least based on numbers alone. Could it be that viewers that tuned into the ABC lineup before the start of “All My Children” were also viewers of ABC’s local programming, but with “AMC” no longer on the air the viewers are just not tuning in? We won’t know the answer to that question based on just one week of ratings data, but if we see this trend continuing during the all important November sweeps period, ABC may have some big problems on their hands.









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