Daytime Broadcast Ratings: One Year After Reruns and @Home Editions Began Impacting Daytime Programming

Kiara Barnes, Delon de Metz, Diamond White, The Bold and the Beautiful
CBS

The week of April 26-30, 2021 marks the first full week in which daytime programs can be compared to their performance on the year ago when production had been halted on many shows forcing them to air reruns or adjusted “at home” editions due to the coronavirus pandemic. In particular, “The Young and the Restless” and “The Bold and the Beautiful” both began airing reruns on a regular basis one year earlier as they ran out of originals, and “The Talk” and “The View” were airing “at home” editions with their respective co-hosts appearing live from their own homes. Also, keep in mind television usage overall was up substantially last year with people working from home and stay-at-home orders across the country.

Compared to their rerun filled performances on the year ago, “Y&R” was up +0.06 in W18-49 and +0.15 in W25-54, and “B&B” was up +0.03 in W18-49 and +0.09 in W25-54. Considering reruns had been expected to last for only a few weeks, the year ago numbers weren’t that far off from how the two soaps were performing in originals. It should be noted, however, only after several weeks into the pandemic did reruns start to perform at extremely low levels.

Down -0.06 in both W18-49 and W25-54, “The Talk” was actually down the least among all daytime shows in both demos year-to-year, albeit its audience was already small to begin with. Meanwhile, “The View” was not only down year-to-year in W18-49 (-0.09) and W25-54 (-0.17), it was also down compared to its performance two years ago due to the ABC chatfest being one of the only daytime shows to show increases in the demographics during the early stages of COVID-19. Only CBS game shows “The Price is Right” and “Let’s Make a Deal” could make the same claim.

Speaking of “Price is Right” and “LMAD,” both saw substantial erosion year-to-year in the demos as a result of the huge gains they had early on during the pandemic. Only “Today 3rd Hour” performed worse in both demographics one year earlier.

“GMA3: What You Need to Know” is way down compared to its previous iteration as “Pandemic: What You Need to Know” one year earlier. The show has greatly hemorrhaged its audience in just one year when it reached demo and viewer highs that nearly matched the performance of “GH” and “The View.”

What follows is a rundown of how the daytime shows performed during the week of April 26-30, 2021 in Women 18-49 and Women 25-54 rating, the primary sales demos that determine advertising rates for daytime television programming. As an added bonus, this week only we were able to get our hands on the total audience figures as well. Total viewer comparisons are based on the year ago performances only as we do not have numbers for the prior week.

Note: Last Week/Last Year (+/-) denotes change in performance from the prior week and the year ago. Numbers in green denote increases compared to last week/last year.

Women 18-49 Rating

RankShow (Network)This WeekLast WeekLast Year
1.The Price is Right 2 (CBS)0.50-0.06-0.16
2.The Price is Right 1 (CBS)0.44-0.05-0.17
3.The Young and the Restless (CBS)0.40-0.02+0.06
4.Today 3rd Hour (NBC)0.39-0.05-0.25
5.The View (ABC)0.35-0.04-0.09
6.The Bold and the Beautiful (CBS)0.33-0.03+0.03
7.General Hospital (ABC)0.32same-0.11
8.Let’s Make a Deal 2 (CBS)0.30-0.06-0.18
9.Today with Hoda & Jenna (NBC)0.28-0.07-0.18
10.GMA3: What You Need to Know (ABC)0.27-0.02-0.07
11.Let’s Make a Deal 1 (CBS)0.26-0.06-0.14
12.Days of our Lives (NBC)0.25-0.01-0.15
13.The Talk (CBS)0.18-0.03-0.06
Source: Nielsen

Women 25-54 Rating

RankShow (Network)This WeekLast WeekLast Year
1.The Price is Right (CBS)0.77-0.01-0.27
2.The Young and the Restless (CBS)0.70+0.02+0.15
3.The Price is Right 1 (CBS)0.68-0.02-0.28
4.The Bold and the Beautiful (CBS)0.59-0.01+0.09
5.Today 3rd Hour (NBC)0.56-0.03-0.05
6.General Hospital (ABC)0.53-0.01-0.11
7.The View (ABC)0.52-0.05-0.17
8.Let’s Make a Deal 2 (CBS)0.48-0.03-0.27
9.Let’s Make a Deal 1 (CBS)0.44-0.02-0.20
10.Today with Hoda & Jenna (NBC)0.40-0.08-0.31
11.Days of our Lives (NBC)0.39-0.02-0.24
12.GMA3: What You Need to Know (ABC)0.37-0.05-0.17
13.The Talk (CBS)0.32-0.02-0.06
Source; Nielsen

Households

RankShow (Network)This WeekLast Year
1.The Price is Right 2 (CBS)2.8-1.2
2.The Price is Right 1 (CBS)2.6-1.1
3.The Young and the Restless (CBS)2.2+0.3
4.Let’s Make a Deal 2 (CBS)1.9-0.7
5.The Bold and the Beautiful (CBS)1.8+0.2
The View (ABC)1.8-0.5
7.Let’s Make a Deal 1 (CBS)1.6-0.6
Today 3rd Hour (NBC)**(estimation)1.6**(estimation)-0.6**
9.General Hospital (ABC)1.5-0.1
10.Days of our Lives (NBC)1.1-0.4
Today with Hoda & Jenna (NBC)**(estimation)1.1**(estimation)-0.4**
12.GMA3: What You Need to Know (ABC)1.0-0.5
13.The Talk (CBS)0.9-0.3
Source: Nielsen

Total Viewers

RankNetwork (Show)This Week Last Year
1.The Price is Right 2 (CBS)4,288,000-1,564,000
2.The Price is Right 1 (CBS)3,867,000-1,521,000
3.The Young and the Restless (CBS)3,220,000+674,000
4.Let’s Make a Deal 2 (CBS)2,837,000-938,000
5.The Bold and the Beautiful (CBS)2,633,000+542,000
6.Let’s Make a Deal 1 (CBS)2,449,000-686,000
7.The View (ABC)2,427,000-620,000
8.Today 3rd Hour (NBC)**(estimation)2,212,000**(estimation)-814,000**
9.General Hospital (ABC)2,103,000-113,000
10.Days of our Lives (NBC)1,617,000-453,000
11.Today with Hoda & Jenna (NBC)**(estimation)1,485,000**(estimation)-585,000**
12.GMA3: What You Need to Know (ABC)1,473,000-542,000
13.The Talk (CBS)1,197,000-367,000
Source: Nielsen

**Note: Households and Total Viewers for “Today 3rd Hour” and “Today with Hoda & Jenna” were not available at press time. However, if their numbers were the same or similar to their most recent performances during the last full week we had available for total viewers (week of March 1-5, 2021) they likely would have placed eighth and 11th, respectively. “Today 3rd Hour” averaged 2.212 million viewers and had a 1.56 household rating, and “Today with Hoda & Jenna” averaged 1.485 million viewers and a 1.07 household rating during that week.

*Notable Preemptions/Schedule Changes

  • “General Hospital” aired for just 50 minutes on Tuesday, April 27.
  • “GMA3: What You Need to Know” aired for just 55 minutes on Tuesday, April 27.
  • “Today 3rd Hour” aired for 52 minutes on Monday, April 26 and Friday, April 30. On Tuesday, April 27, and Wednesday, April 28, the show aired for just 51 minutes. It aired for 50 minutes on Thursday, April 29.
  • and 51 minutes on Wednesday, April 21 and Friday, April 23. It aired for just 52 minutes on Thursday, April 22.
  • “Today with Hoda & Jenna” aired for just 48 minutes on Monday, April 26 and Friday, April 30, and 47 on Tuesday, April 27, Wednesday, April 28 and Thursday, April 29.