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DAYTIME RATINGS: Should Advertisers Consider Men Over Women?

Peter Kramer/NBC

Each Monday, we plan to publish our weekly Daytime Ratings Report, which covers the broadcast soaps, game shows and talk shows. Unfortunately, due to an arm injury I sustained last Thursday, my typing skills have been put to the test and the report was delayed. Alas, I’m feeling a lot less pain than I did for much of the past week, so here now is the daytime report for the week of September 29-October 3, 2014. Better late than never, right? This week we highlight how the broadcast shows ranked overall in Total Viewers, Men 18+, Adults 18-49 and Median Age.

READ: RATINGS:’The Chew,’ ‘The Talk,’ ‘The View,’ ‘Price’ and ‘Deal’ – IT’S ABOUT TIME!

Note: Numbers are based on Live+Same Day ratings data

(Rank / Show / Network / Compared to Last Week / Compared to Last Year)

TOTAL VIEWERS
1. II (CBS) 5,281,000 (+57,000/+112,000)
2. (CBS) 4,568,000 (+24,000/-184,000)
3. The Price is Right I (CBS) 4,548,000 (-103,000/142,000)
4. (CBS) 3,716,000 (+79,000/+195,000)
5. Let’s Make a Deal II (CBS) 3,285,000 (-140,000/+224,000)
6. (ABC) 3,041,000 (+103,000/+310,000)
7. Let’s Make a Deal I (CBS) 2,901,000 (+25,000/+265,000)
8. II (NBC) 2,858,000 (-115,000/-423,000)
9. (ABC) 2,851,000 (-135,000/+5,000)
10. (ABC) 2,616,000 (+21,000/+18,000)
11. (CBS) 2,599,000 (-102,000/-60,000)
12. (NBC) 2,484,000 (+49,000/+58,000)
13. The Today Show III (NBC) 1,860,000 (-147,000/-219,000)

Sean Smith/JPI Studios
Sean Smith/JPI Studios

Men 18+*
1. Price II 1,985,000 (+65,000/+83,000)
2. Price I 1,707,000 (-11,000/+36,000)
3. Deal II 1,238,000 (-11,000/+107,000)
4. Y&R 1,120,000 (3,000/-34,000)
5. Deal I 1,086,000 (+72,000/+121,000)
6. Today II 915,000 (-24,000/-73,000)
7. B&B 842,000 (-26,000/-1,000)
8. GH 660,000 (+31,000/+206,000)
9. View 654,000 (-52,000/+60,000)
10. Chew 632,000 (-15,000/+90,000
11. Talk 599,000 (-30,000/+39,000)
12. DAYS 510,000 (+49,000/-45,000)
13. Today III 471,000 (-68,000/-57,000)

*Men 18+ is a demographic we stopped publishing in our weekly soap opera ratings reports some time ago, but of late it has shown an across the board surge in viewership compared to the same weeks last year (week of September 30-October 4, 2013 in this case), which might explain why several daytime programs are up year-to-year in total viewers, but finding themselves in a pickle when it comes to the Women 18-49 and Women 18-34 sales demo. Should advertisers start paying closer attention to male viewers and sell male specific products during the daypart? It might be too soon to say, but keep your eye out for this demo.

READ: Ratings: Good Week for DAYS and B&B

ADULTS 18-49**
1. Y&R 1,023,000 (-17,000/-46,000)
2. Price II 991,000 (+19,000/-90,000)
3. B&B 908,000 (+33,000/+17,000)
4. Price I 902,000 (+27,000/-23,000)
5. GH 840,000 (+2,000/+6,000)
6. Deal II 774,000 (+64,000/+68,000)
7. Deal I 690,000 (+77,000/+87,000)
8. DAYS 689,000 (+50,000/+19,000)
9. Today II 673,000 (-140,000/-181,000)
10. View 663,000 (-24,000/-76,000)
11. Chew 645,000 (+46,000/-84,000)
12. Talk 588,000 (-30,000/-34,000)
13. Today III 518,000 (-87,000/-99,000)

**Adults 18-49 is the primary demographic used to measure primetime television ad sales (Daytime is measured primarily in Women 18-49 and Women 25-54). We’ve decided to highlight this demographic in particular as a base of comparison between the two dayparts.

MEDIAN AGE***
(Rank (youngest to oldest) / Show / Median Age / Compared to Last Year)

1. GH 57.9 (+0.8)
2. DAYS 60.0 (+0.1)
3. B&B 60.5 (+0.3)
4. Today III 60.6 (+1.4)
5. Chew 61.1 (+1.7)
6. Y&R 61.5 (+0.1)
7. View 61.6 / (+1.1)
8. Today II 62.0 (+1.1)
9. Deal I 63.1 (+1.2)
10. Deal II 63.6 (+2.0)
11. Talk 63.7 (+3.0)
12. Price I 65.8 (+2.4)
13. Price II 66.4 (+3.0)

***Median Age is the measurement of the average age of a viewer tuning into a specific program. Currently “General Hospital” ranks as the youngest skewing daytime show with a median age of 57.9, while “The Price is Right II” is the oldest skewing with a median age of 66.4. In fact, amongst all genres, soaps overall are the youngest skewing programming airing on broadcast TV with the exception of the “The Chew” and “The Today Show III,” which makes sense since viewers get to tune in and watch Kathie Lee Gifford and Hoda Kotb drink glasses of wine each and every day.

Source: Nielsen Media Research


Weekly Note: The Daytime Ratings Report varies in data output each week. The only category that is guaranteed to be published in the weekly report is Total Viewers.