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‘The View’ Continues Growth After Rough Early Season Start

‘The View’ Continues Growth After Rough Early Season Start

After starting out the 2015-16 television season dead last in Women 18-49 rating and nearly at the bottom in Women 25-54, the key sales demos that determine advertising rates for daytime programming, ABC’s “The View” has been turning things around of late with solid gains against competing “The Talk” in both Total Viewers and Women 18-49. The talk show remains behind the CBS gabfest in Women 25-54, however.

According to newly released Nielsen Media Research ratings data for the week of February 8-12, 2016, “The View” attracted 2.974 million viewers, a 70,000 viewer lead over competing “The Talk” (2.904 million). This marks the second consecutive week the ABC talk show beat its CBS counterpart in viewers. ABC notes that its talk show more than tripled “The Talk” week to week with a 268% gain compared to its lead from the week ago (70,000 vs. 19,000 for w/o 2/1/16).

“The View” averaged 433,000 Women 18-49 viewers compared to 425,000 for the CBS talk show. Both shows tied with a 0.7 rating in the demo. This marks the fourth time in six weeks in which “The View” has beat “The Talk” in Women 18-49.

Compared to the week ago, “The View” was up across-the-board (2.824 million viewers, 573,000 Women 25-54 viewers and 405,000 Women 18-49 viewers, respectively, w/o 2/1/16) in Total Viewers (up 5%), Women 25-54 (up 6%) and Women 18-49 (up 7%). “The View” attracted its most watched week in nearly 1 year – since w/o 2/23/15.

Compared to its performance during the 2015 November Sweeps ratings period (2.591 million viewers, 526,000 Women 25-54 viewers and 388,000 Women 18-49 viewers, respectively), “The View” out-delivered the month in all key target demos: Total Viewers(+383,000), Women 25-54 (+83,000) and Women 18-49 (+45,000). “The View” has out-delivered its November Sweep performance across the board in all 6 weeks of 2016.

In Women 25-54, “The Talk” beat “The View” by 17,000 viewers. They both tied with a 1.0 rating in the demo.

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