THE NUMBERS
First, “The Talk” was experiencing its lowest-rated season ever, and more recently, “The View” is seeing numbers that would surely make the show and its co-hosts wish it were still election season. Now “GMA3: What You Need to Know” is falling hard as well, attracting its lowest audience ever during the week of May 17-21, 2021. Has talk show fatigue set in? And, what’s happening to “Let’s Make a Deal” on CBS?
With just 1.387 million viewers tuning in, “GMA3” tied “The Talk” in households with a 0.9 household rating which placed both shows in last place among all daytime broadcast programs. In the demos, however, “GMA3” outperformed its CBS competition by its normal numbers.
Speaking of “The Talk,” despite continuing to erode viewers all season and remaining down year-to-year in total audience, the CBS veteran was actually the only daytime broadcast program up week-to-week in Women 18-49 and the only show airing originals this time last year that is up year-to-year in both W18-49 and Women 25-54 — the CBS soaps were airing reruns last year as they ran out of originals in late April 2020 due to their lengthy production hiatus spurned on by the coronavirus pandemic.
With its final week of year-to-year comparisons before Nielsen stopped rating the show as it began a prolonged rerun period last year due to the aforementioned pandemic, “General Hospital” fell in viewers year-to-year but managed to increase in W18-49. For those wondering why this is the last week of year-to-year comparisons for “GH,” the soap was able to capitalize on a Nielsen loophole that gives shows a set number of episodes it doesn’t have to rate in its seasonal average. Year-to-year comparisons for “GH” will resume in August.
“Days of our Lives” managed to leapfrog over both half hours of “Let’s Make a Deal” and “TODAY with Hoda & Jenna” in W18-49. It similarly performed higher than its broadcast competitors in W25-54 but got beaten by a smidge by the second half-hour of “Deal.” Overall, the soap’s performance this week comes at the expense of “Deal” which faltered in the demos for both half hours which are way down from their pandemic-infused performances on the year-ago week.
What follows is a rundown of how the daytime shows performed during the week of May 17-21, 2021 in W8-49 and W25-54 rating, the primary sales demos that determine advertising rates for daytime television programming. We’re also now once again able to include households and total viewers, however, figures are not available for “3rd Hour TODAY” or “TODAY with Hoda & Jenna” in terms of our weekly reporting. The two traditionally rank eighth and 11th, respectively, in both categories.
Note: Last Week/Last Year (+/-) denotes changes in performance from the prior week and the year-ago week. Numbers in blue denote increases compared to last week/last year.
Women 18-49 Rating
| Rank | Show (Network) | This Week | Last Week | Last Year |
|---|---|---|---|---|
| 1. | The Price is Right 2 (CBS) | 0.46 | -0.02 | -0.10 |
| 2. | The Young and the Restless (CBS) | 0.45 | -0.03 | +0.18 |
| 3. | The Price is Right 1 (CBS) | 0.40 | -0.01 | -0.11 |
| 4. | 3rd Hour TODAY (NBC) | 0.39 | -0.06 | -0.19 |
| 5. | The Bold and the Beautiful (CBS) | 0.36 | -0.05 | +0.16 |
| — | The View (ABC) | 0.36 | same | -0.02 |
| 7. | General Hospital (ABC) | 0.35 | -0.03 | +0.01 |
| 8. | Days of our Lives (NBC) | 0.28 | -0.01 | -0.10 |
| 9. | Let’s Make a Deal 2 (CBS) | 0.27 | -0.04 | -0.16 |
| — | TODAY with Hoda & Jenna (NBC) | 0.27 | -0.04 | -0.08 |
| 11. | Let’s Make a Deal 1 (CBS) | 0.26 | -0.03 | -0.10 |
| — | GMA3: What You Need to Know (ABC) | 0.26 | -0.01 | -0.01* |
| 13. | The Talk (CBS) | 0.20 | +0.01 | +0.03 |
Women 25-54 Rating
| Rank | Show (Network) | This Week | Last Week | Last Year |
|---|---|---|---|---|
| 1. | The Young and the Restless (CBS) | 0.70 | -0.05 | +0.25 |
| 2. | The Price is Right 2 (CBS) | 0.69 | -0.02 | -0.16 |
| 3. | The Price is Right 1 (CBS) | 0.62 | +0.02 | -0.16 |
| 4. | The Bold and the Beautiful (CBS) | 0.61 | -0.03 | +0.25 |
| 5. | General Hospital (ABC) | 0.56 | -0.01 | -0.01 |
| 6. | The View (ABC) | 0.55 | +0.01 | -0.07 |
| 7. | 3rd Hour TODAY (NBC) | 0.53 | -0.09 | -0.40 |
| 8. | Let’s Make a Deal 2 (CBS) | 0.45 | +0.01 | -0.24 |
| 9. | Days of our Lives (NBC) | 0.42 | -0.02 | -0.19 |
| 10. | Let’s Make a Deal 1 (CBS) | 0.41 | +0.01 | -0.16 |
| 11. | TODAY with Hoda & Jenna (NBC) | 0.40 | -0.05 | -0.20 |
| 12. | GMA3: What You Need to Know (ABC) | 0.37 | -0.02 | -0.07* |
| 13. | The Talk (CBS) | 0.31 | same | +0.02 |
Households
| Rank | Show (Network) | This Week | Last Week | Last Year |
|---|---|---|---|---|
| 1. | The Price is Right 2 (CBS) | 2.7/13 | -0.1 | -0.96 |
| 2. | The Price is Right 1 (CBS) | 2.5/12 | same | -0.85 |
| 3. | The Young and the Restless (CBS) | 2.3/10 | same | +0.70 |
| 4. | The Bold and the Beautiful (CBS) | 1.9/8 | -0.1 | +0.59 |
| 5. | Let’s Make a Deal 2 (CBS) | 1.8/9 | -0.1 | -0.69 |
| 6. | The View (ABC) | 1.6/8 | -0.1 | -0.61 |
| 7. | General Hospital (ABC) | 1.5/6 | same | -0.09 |
| — | Let’s Make a Deal 1 (CBS) | 1.5/7 | -0.1 | -0.63 |
| 9. | Days of our Lives (NBC) | 1.2/5 | +0.1 | -0.22 |
| 10. | GMA3: What You Need to Know (ABC) | 0.9/4 | -0.1 | -0.44* |
| 11. | The Talk (CBS) | 0.9/4 | same | -0.17 |
Total Viewers
| Rank | Show (Network) | This Week | Last Week | Last Year |
|---|---|---|---|---|
| 1. | The Price is Right 2 (CBS) | 4,085,000 | -148,000 | -1,121,000 |
| 2. | The Price is Right 1 (CBS) | 3,670,000 | -99,000 | -1,083,000 |
| 3. | The Young and the Restless (CBS) | 3,217,000 | -61,000 | +1,092,000 |
| 4. | Let’s Make a Deal 2 (CBS) | 2,654,000 | -107,000 | -892,000 |
| 5. | The Bold and the Beautiful (CBS) | 2,652,000 | -153,000 | +927,000 |
| 6. | The View (ABC) | 2,288,000 | -62,000 | -560,000 |
| 7. | Let’s Make a Deal 1 | 2,283,000 | -119,000 | -717,000 |
| 8. | General Hospital (ABC) | 2,099,000 | -6,000 | -19,000 |
| 9. | Days of our Lives (NBC) | 1,613,000 | -5,000 | -331,000 |
| 10. | GMA3: What You Need to Know (ABC) | 1,387,000 | -79,000 | -401,000* |
| 11. | The Talk (CBS) | 1,236,000 | -5,000 | -123,000 |
*Notables, Preemptions and/or Schedule Changes
- “GMA3: What You Need to Know” figures are compared to its previous iteration as “Pandemic: What You Need to Know” one year earlier.
- “3rd Hour TODAY” aired for 52 minutes on Monday, May 17 and Tuesday, May 18. It aired for 51 minutes on Wednesday, May 19 and Thursday, May 20. Only 49 minutes of content aired on Friday, May 21. The program was preempted for a total of 45 minutes out of its allocated total 300-minute weekly duration.
- “TODAY with Hoda & Jenna” aired for just 48 minutes on Monday, May 17 and Thursday, May 20. On Tuesday, May 18 and Friday, May 21 the show aired for 49 minutes. On Wednesday, May 19 the show aired 46 minutes of content. The program was preempted for a total of 60 minutes out of its allocated total 300-minute weekly duration
