THE NUMBERS
During the week of May 31-June 4, 2021, “The Price is Right” managed to hit multi-month highs for both half hours while the Sony produced soaps “Days of our Lives” and “The Young and the Restless” hit their lowest audiences in the six weeks since we returned to reporting total viewership figures. Meanwhile, “The Bold and the Beautiful” and “General Hospital” surged week-to-week, the former in Women 18-49 and the latter in Women 25-54. In the case of “B&B,” the soap is within reach of tying or topping its soap lead-in in both demographics and “GH” hit its best Women 25-54 demo rating since the week of February 15-19, 2021 (0.61, tie).
Of the 11 daytime shows we have viewership figures available, only “DAYS,” Y&R” and “GMA3: What You Need to Know” lost viewers week-to-week with “Y&R” losing the most (down -47,000 viewers week-to-week) and “DAYS” losing the least (down -29,000 viewers week-to-week), albeit it viewership figures one week earlier weren’t that great to begin with.
With the biggest gains across daytime, the second half-hour of “The Price is Right” remained the most-watched overall, up +134,000 viewers week-to-week and down just -196,000 viewers year-to-year as the early pandemic viewership surge it received whittled down as Americans got used to lockdowns in the early part of June 2020. The second half-hour of “Price” was up +114,000 week-to-week but down -303,000 year-to-year. Both half hours posted their largest audiences since the week of March 15-19, 2021.
Showing some pulse this week, “The View” gained 63,000 viewers week-to-week and was up 610,000 viewers year-to-year due to the show being in reruns during the comparable week last year (week of June 1-5, 2020). A fairer comparison for the show’s performance this year would be against the same week in 2019 when it had 265,000 more viewers tuning in than in 2021.
“The Talk” showed some life again this week, up week-to-week and year-to-year in both Women 18-49 and Women 25-54. In fact, the soap actually gained viewers week-to-week (+28,000) and lost the least amount of audience year-to-year (-35,000) among all of daytime broadcast. While the show’s numbers remain the smallest out of the 13 daytime programs rated by Nielsen, the show is slowly creeping upward. If only it could do so at a faster pace. Only time will tell if viewers are finally enjoying what’s being talked about weekdays on CBS.
With the exception of both half hours of “The Price is Right” and “3rd Hour TODAY,” which were both rated by Nielsen, viewership figures and demo ratings for the Memorial Day holiday (May 31, 2021) are excluded from the weekly averages for all daytime shows and those numbers will not factor into each show’s respective season average. Additionally, said episodes were retitled (see below). As a point of reference, we have listed how each show performed in Women 18-49 and Women 25-54 on Memorial Day with the exception of “DAYS” and “TODAY with Hoda & Jenna,” which were not rated by Nielsen on Memorial Day.
Memorial Day – Women 18-49/Women 25-54 Rating
| Rank | Show (Network) | Women 18-49 | Women 25-54 |
|---|---|---|---|
| 1. | The Price is Right 2 (CBS) | 0.58 | 0.92 |
| 2. | The Price is Right 1 (CBS) | 0.46 | 0.73 |
| 3. | Young & Restless-SPE (CBS) | 0.35 | 0.58 |
| 4. | Bold & Beautfl-SP (CBS) | 0.26 | 0.52 |
| 5. | 3rd Hour TODAY (NBC) | 0.36 | 0.49 |
| 6. | Let’s Make a Deal Daytime SP 2 (CBS) | 0.26 | 0.38 |
| — | Let’s Make a Deal Daytime SP 1 (CBS) | 0.26 | 0.38 |
| 8. | View, The SPCL. (ABC) – R | 0.23 | 0.38 |
| 9. | GMA3: What You Need to Know SP (ABC) | 0.15 | 0.31 |
| 10. | General Hosptl-SP (ABC) | 0.15 | 0.26 |
| 11. | Talk, The-SP (CBS) | 0.15 | 0.25 |
| N/A | TODAY with Hoda & Jenna (NBC) | NR** | NR** |
| N/A | Days of our Lives (NBC) | NR** | NR** |
What follows is a rundown of how the daytime shows performed during the week of May 31 – June 4, 2021 in Women 18-49 and Women 25-54 rating, the primary sales demos that determine advertising rates for daytime television programming. We’re also including 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) | 0.51 | +0.04 | -0.05 |
| 2. | The Price is Right 1 (CBS) | 0.45 | +0.05 | -0.05 |
| 3. | The Young and the Restless (CBS) | 0.44 | -0.01 | +0.17 |
| 4. | The Bold and the Beautiful (CBS) | 0.43 | +0.03 | +0.22 |
| 5. | 3rd Hour TODAY (NBC) | 0.40 | -0.01 | -0.26 |
| 6. | General Hospital (ABC) | 0.35 | +0.03 | N/A* |
| — | The View (ABC) | 0.35 | same | +0.08* |
| 8. | Let’s Make a Deal 2 (CBS) | 0.32 | +0.03 | -0.08 |
| 9. | Let’s Make a Deal 1 (CBS) | 0.29 | +0.04 | -0.06 |
| 10. | TODAY with Hoda & Jenna (NBC) | 0.28 | +0.01 | -0.17 |
| 11. | Days of our Lives (NBC) | 0.25 | -0.04 | -0.12 |
| 12. | GMA3: What You Need to Know (ABC) | 0.24 | -0.01 | -0.05 |
| — | The Talk (CBS) | 0.24 | +0.04 | +0.06 |
Women 25-54 Rating
| Rank | Show (Network) | This Week | Last Week | Last Year |
|---|---|---|---|---|
| 1. | The Price is Right 2 (CBS) | 0.75 | +0.02 | -0.07 |
| 2. | The Young and the Restless (CBS) | 0.67 | -0.05 | +0.24* |
| 3. | The Price is Right 1 (CBS) | 0.66 | +0.04 | -0.08 |
| 4. | The Bold and the Beautiful (CBS) | 0.65 | -0.01 | +0.30* |
| 5. | General Hospital (ABC) | 0.61 | +0.07 | N/A* |
| 6. | 3rd Hour TODAY (NBC) | 0.58 | +0.01 | -0.37 |
| 7. | The View (ABC) | 0.53 | +0.04 | +0.08* |
| 8. | Let’s Make a Deal 2 (CBS) | 0.50 | +0.04 | -0.10 |
| 9. | Let’s Make a Deal 1 (CBS) | 0.44 | +0.04 | -0.09 |
| 10. | TODAY with Hoda & Jenna (NBC) | 0.42 | +0.02 | -0.22 |
| 11. | Days of our Lives (NBC) | 0.39 | -0.04 | -0.19 |
| 12. | GMA3: What You Need to Know (ABC) | 0.37 | +0.03 | -0.10 |
| 13. | The Talk (CBS) | 0.33 | +0.03 | +0.03 |
Households
| Rank | Show (Network) | This Week | Last Week | Last Year |
|---|---|---|---|---|
| 1. | The Price is Right 2 (CBS) | 2.9/13 | +0.1 | -0.38 |
| 2. | The Price is Right 1 (CBS) | 2.5/11 | same | -0.54 |
| 3. | The Young and the Restless (CBS) | 2.2/10 | -0.1 | +0.73* |
| 4. | The Bold and the Beautiful (CBS) | 1.9/8 | same | +0.71* |
| 5. | Let’s Make a Deal 2 (CBS) | 1.8/9 | same | -0.28 |
| 6. | Let’s Make a Deal 1 (CBS) | 1.6/8 | same | -0.30 |
| — | The View (ABC) | 1.6/8 | same | +0.25* |
| 8. | General Hospital (ABC) | 1.5/6 | same | N/A* |
| 9. | Days of our Lives (NBC) | 1.1/5 | same | -0.22 |
| 10. | GMA3: What You Need to Know (ABC) | 1.0/4 | same | -0.30 |
| 11. | The Talk (CBS) | 0.9/4 | same | -0.14 |
| N/A | 3rd Hour TODAY (NBC) | N/A | N/A | N/A |
| N/A | TODAY with Hoda & Jenna (NBC) | N/A | N/A | N/A |
Total Viewers
| Rank | Show (Network) | This Week | Last Week | Last Year |
|---|---|---|---|---|
| 1. | The Price is Right 2 (CBS) | 4,452,000 | +134,000 | -196,000 |
| 2. | The Price is Right 1 (CBS) | 3,934,000 | +114,000 | -303,000 |
| 3. | The Young and the Restless (CBS) | 3,166,000 | -47,000 | +1,220,000* |
| 4. | Let’s Make a Deal 2 (CBS) | 2,830,000 | +52,000 | -72,000 |
| 5. | The Bold and the Beautiful (CBS) | 2,779,000 | +39,000 | +1,229,000* |
| 6. | Let’s Make a Deal 1 (CBS) | 2,423,000 | +52,000 | -211,000 |
| 7. | The View (ABC) | 2,312,000 | +63,000 | +610,000* |
| 8. | General Hospital (ABC) | 2,178,000 | +55,000 | N/A* |
| 9. | Days of our Lives (NBC) | 1,564,000 | -29,000 | -239,000 |
| 10. | GMA3: What You Need to Know (ABC) | 1,416,000 | -36,000 | -318,000 |
| 11. | The Talk (CBS) | 1,274,000 | +28,000 | -35,000 |
| N/A | 3rd Hour TODAY (NBC) | N/A | N/A | N/A |
| N/A | TODAY with Hoda & Jenna (NBC) | N/A | N/A | N/A |
*Notables, Preemptions and/or Schedule Changes
- “3rd Hour TODAY” aired for 52 minutes on Monday, May 31 and Wednesday, June 2; 50 minutes on June 1; 53 minutes on June 3; 51 minutes on June 4. The program was preempted for a total of 42 minutes out of its allocated total 300-minute weekly duration.
- “TODAY with Hoda & Jenna” aired for 48 minutes on Tuesday, June 1 through Friday, June 4, 2021. The program was preempted for a total of 48 minutes out of its 240-minute weekly duration. The show was not rated on Monday, May 31, 2021 (see notes above).
- “The Talk” was preempted for the majority of its Tuesday, June 1 broadcast — only 12 minutes counted that day. The program was preempted for a total of 48 minutes out of its allocated total 240-minute weekly duration.
- “The View” aired a rerun on Monday, May 31.