How Does Daytime Rank in Adults 18-49? We Got the Numbers

Saturday, June 12, 2010 at 6:20 PM ET by Errol Lewis

Photo: CBS/Sony Pictures Television

( — You may have heard that Adults 18-49 is the most important sales demographic for primetime and cable television, but how do the daytime soaps along with "The View" and "The Price is Right," despite their ad sales being based on performance in Women 18-49, rate in comparison in Adults 18-49? Not as bad as one might think.

In today's television market, what might be considered a hit and what would be considered a failure has changed significantly. The days when a 2.0 in Adults 18-49 would get you canceled are long behind us. In fact, getting a 2.0 might get you renewed for another season (see "Chuck" and "V" as examples). Going a little further, in the Spring of 2010 the highest rated shows airing on the broadcast networks on a Friday night or even a Saturday night were lucky to rate any higher than a 1.8 in Adults 18-49. Meanwhile, CBS' "The Young and the Restless," which airs in an earlier timeslot with less people available watching television, rates higher than every show on The CW in total viewers, but it also outrates many of that networks shows in Adults 18-49.

During the week of May 31, 2010, "The Young and the Restless" was daytime's most watched program in Adults 18-49 as the soap did a 1.1/8. "Y&R" was flat when compared to its year-ago performance (Week of 06/01/09). ABC's "General Hospital" and CBS' "The Price is Right II" tied for second place in Adults 18-49 with both programs doing a 0.8/6. While "GH" was flat compared to its year-ago performance, the second half of "The Price is Right" was down 11% year-to-year. ABC's "One Life to Live" and "The View," CBS' "The Price is Right I" and NBC's "Days of our Lives" all tied in fourth place with a 0.7 Adults 18-49 rating, but things changed when it came to share. "The View" and "The Price is Right I" had a 6 share, while "One Life to Live" and "Days of our Lives" had a 5 share. "DAYS," "OLTL" and "View" were all down 13% year-to-year, while the first half of "The Price is RIght" was flat. "The Bold and the Beautiful" and "All My Children" tied for 8th place with a 0.6/4 in Adults 18-49, which ironically was a loss of 14% in audience for both soaps compared to the year-ago. "As The World Turns," which typically rates last in many demographics including Women 18-49 was also the least watched daytime program in Adults 18-49 with a 0.5/3 rating. "ATWT" was steady year-to-year and held its audience.

Adults 18-49
Week of May 31, 2010 vs Week of June 1, 2009

Rank Program Adults 18-49
Rating / Share
Percent (%) Change
18-49 Viewers
18-49 Percent (%) Change
1 Young and  Restless 1.1/8 NC 1,481,000 -2%
2 Price is Right II 0.8/6 -11% 1,100,000 -9%
  General Hospital 0.8/6 NC 1,020,000 -1%
4 The View 0.7/6 -13% 978,000 -3%
  Price is Right I 0.7/6 NC 902,000 -8%
  One Life to Live 0.7/5 -13% 935,000 -8%
  Days of our Lives 0.7/5 -13% 911,000 -15%
8 Bold and  Beautiful 0.6/4 -14% 824,000 -12%
  All My Children 0.6/4 -14% 777,000 -20%
10 As The World Turns 0.5/3 NC 600,000 -17%

Daytime Median Age
Week of May 31, 2010 vs Week of June 1, 2009

Rank Program Median Age Percent (%) Change
1 General Hospital 50.8 NC
2 One Life to Live 51.5 NC
3 Days of our Lives 54.0 +2%
4 All My Children 54.5 +3%
5 The Young and the Restless 57.7 +1%
6 The View 58.1 -2%
7 As The World Turns 59.0 +5%
8 The Bold and the Beautiful 59.2 NC
9 The Price is Right II 63.0 +2%
10 The Price is Right I 63.2 +1%

Source: Nielsen Media Research data for the Week of May 31, 2010

  • 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
  • Nielsen Media Research
  • Ratings