THE NUMBERS
With its lowest overall audience since the week of June 28-July 2, 2021, NBC’s “Days of our Lives” has wiped out any gains it had made since returning from its Olympics hiatus in early August, according to recently released Nielsen ratings data for the week of September 27-October 1, 2021.
For the week, “The Talk” tied “DAYS” in Women 25-54 rating, each with a 0.39 rating to place 11th out of 13 daytime broadcast programs. For the first time ever, “GMA3: What You Need to Know” placed last in both Women 25-54 and Women 18-49 rating (not including ties). Despite being flat year over year in Women 18-49, “GMA3” was down -0.10 in Women 25-54 rating. Meanwhile, “The View” is seeing significant audience erosion compared to the same week last year when election coverage dominated its hot topics discussions. The show is down a whopping -519,000 year to year. Only the second half hours of “The Price is Right” (-273,000) and “Let’s Make a Deal” (-254,000) come close in year to year losses.
“General Hospital” was up significantly year to year due to ABC airing an all-new episode at the last minute in 2020 in place of a previously scheduled Major League Baseball (MLB) game that got rained out. “The Young and the Restless” again received a significant audience bump compared to the same week last year while “The Bold and the Beautiful” is seeing smaller gains during the same period.
Compared to the prior week, “The Talk” was the only daytime broadcast series to see gains of +10,000 viewers or higher. The daytime talker which just announced its fifth and final permanent co-host on Monday increased week to week with 1.442 million viewers tuning in (+50,000). Meanwhile, “Y&R” gained just +8,000 viewers week to week.
What follows is a breakdown of how the daytime shows performed for the week of September 27-October 1, 2021 in Women 25-54 rating, Women 18-49 rating, Households and Total Viewers. A closer look at the daytime soaps, including their daily performance in the demos, will be posted soon.
Note: Households and Total Viewer rankings are now added for “TODAY 3rd Hour” and “TODAY with Hoda & Jenna.”
Week of September 27-October 1, 2021 Rankers:
Women 25-54 Rating
| Rank / Show / Network | This Week | Last Week | Last Year |
|---|---|---|---|
| 1. The Price is Right 2 (CBS) | 0.69 | 0.68 | 0.83 |
| 2. The Young and the Restless (CBS) | 0.66 | 0.63 | 0.69 |
| 3. TODAY 3rd Hour (NBC) | 0.63 | 0.55 | 0.68 |
| 4. The Price is Right 1 (CBS) | 0.62 | 0.62 | 0.78 |
| 5. The Bold and the Beautiful (CBS) | 0.61 | 0.57 | 0.68 |
| 6. General Hospital (ABC) | 0.60 | 0.62 | 0.46 |
| 7. The View (ABC) | 0.50 | 0.46 | 0.63 |
| 8. Let’s Make a Deal 2 (CBS) | 0.49 | 0.50 | 0.58 |
| 9. TODAY with Hoda & Jenna (NBC) | 0.48 | 0.44 | 0.50 |
| 10. Let’s Make a Deal 1 (CBS) | 0.43 | 0.46 | 0.48 |
| 11. Days of our Lives (NBC) | 0.39 | 0.37 | 0.51 |
| 11. The Talk (CBS) | 0.39 | 0.34 | 0.41 |
| 13. GMA3: What You Need to Know (ABC) | 0.36 | 0.34 | 0.46 |
SPOTLIGHT: They say there’s no place to go but up, right? While “The Talk” is still down compared to its performance in 2020, the show saw significant growth week to week in Women 25-54, tying “Days of our Lives” with a 0.39 rating to place 11th. In fact, “The Talk” beat “GMA3: What You Need to Know” in both Women 25-54 and Women 18-49 rating for the first time ever (not including ties).
Women 18-49 Rating
| Rank / Show / Network | This Week | Last Week | Last Year |
|---|---|---|---|
| 1. The Price is Right 2 (CBS) | 0.48 | 0.47 | 0.53 |
| 2. TODAY 3rd Hour (NBC) | 0.44 | 0.38 | 0.46 |
| 3. The Price is Right 1 (CBS) | 0.43 | 0.44 | 0.50 |
| 4. The Young and the Restless (CBS) | 0.42 | 0.40 | 0.40 |
| 5. The Bold and the Beautiful (CBS) | 0.38 | 0.36 | 0.38 |
| 5. General Hospital (ABC) | 0.38 | 0.35 | 0.29 |
| 7. Let’s Make a Deal 2 (CBS) | 0.35 | 0.34 | 0.37 |
| 8. The View (ABC) | 0.34 | 0.30 | 0.38 |
| 9. TODAY with Hoda & Jenna (NBC) | 0.32 | 0.28 | 0.33 |
| 10. Let’s Make a Deal 1 (CBS) | 0.30 | 0.32 | 0.32 |
| 11. Days of our Lives (NBC) | 0.28 | 0.25 | 0.34 |
| 12. The Talk (CBS) | 0.26 | 0.25 | 0.25 |
| 13. GMA3: What You Need to Know (ABC) | 0.25 | 0.22 | 0.25 |
Households
| Rank / Show / Network | This Week | Last Week | Last Year |
|---|---|---|---|
| 1. The Price is Right 2 (CBS) | 2.9 / 14 | 2.9 | 3.1 |
| 2. The Price is Right 1 (CBS) | 2.6 / 12 | 2.5 | 2.8 |
| 3. The Young and the Restless (CBS) | 2.4 / 11 | 2.4 | 2.2 |
| 4. The Bold and the Beautiful (CBS) | 2.0 / 9 | 2.0 | 2.0 |
| 5. Let’s Make a Deal 2 (CBS) | 1.8 / 9 | 1.8 | 2.0 |
| 6. The View (ABC) | 1.7 / 8 | 1.7 | 2.2 |
| 7. General Hospital (ABC) | 1.6 / 7 | 1.7 | 1.2 |
| 7. Let’s Make a Deal 1 (CBS) | 1.6 / 8 | 1.6 | 1.7 |
| 9. TODAY 3rd Hour (NBC) | 1.5 | 1.5 | 1.6 |
| 10. Days of our Lives (NBC) | 1.1 / 5 | 1.2 | 1.3 |
| 10. TODAY with Hoda & Jenna (NBC) | 1.1 | 1.1 | 1.1 |
| 12. GMA3: What You Need to Know (ABC) | 1.0 / 5 | 1.1 | 1.1 |
| 12. The Talk (CBS) | 1.0 / 4 | 1.0 | 1.1 |
SPOTLIGHT: Airing a last-minute original episode of “General Hospital” in 2020 in place of a Major League Baseball (MLB) game helped the daytime soap see significant increases in Households and Total Viewers in 2021. The soap jumped from a 1.2 in Households last year to a 1.6 this year. In fact, the series was up a whopping +611,000 viewers compared to one year earlier and up +118,000 viewers compared to its non-MLB impacted average in 2019. In Women 25-54 rating, “GH” was the only daytime broadcast series up compared to the same week last year (+0.14). The soap also saw the most significant gains in Women 18-49 rating (+0.09) among all daytime broadcast shows.
Total Viewers
| Rank / Show / Network | This Week | Last Week | Last Year |
|---|---|---|---|
| 1. The Price is Right 2 (CBS) | 4,442,000 | 4,533,000 | 4,715,000 |
| 2. The Price is Right 1 (CBS) | 3,953,000 | 3,945,000 | 4,169,000 |
| 3. The Young and the Restless (CBS) | 3,487,000 | 3,487,000 | 3,039,000 |
| 4. The Bold and the Beautiful (CBS) | 2,902,000 | 2,910,000 | 2,758,000 |
| 5. Let’s Make a Deal 2 (CBS) | 2,737,000 | 2,821,000 | 2,991,000 |
| 6. The View (ABC) | 2,392,000 | 2,385,000 | 2,911,000 |
| 7. Let’s Make a Deal 1 (CBS) | 2,373,000 | 2,462,000 | 2,532,000 |
| 8. General Hospital (ABC) | 2,276,000 | 2,412,000 | 1,665,000 |
| 9. TODAY 3rd Hour (NBC) | 2,047,000 | 2,089,000 | 2,203,000 |
| 10. Days of our Lives (NBC) | 1,555,000 | 1,697,000 | 1,781,000 |
| 11. GMA3: What You Need to Know (ABC) | 1,515,000 | 1,596,000 | 1,535,000 |
| 12. TODAY with Hoda & Jenna (NBC) | 1,500,000 | 1,515,000 | 1,540,000 |
| 13. The Talk (CBS) | 1,442,000 | 1,392,000 | 1,540,000 |
SPOTLIGHT: The 25th season of “The View” is off to a rocky start with the show attracting fewer viewers each week since the launch of its new season on September 7. The show lost over 500,000 viewers compared to the same week last year and is down half a point in Households. While nothing to brag about, the show did gain 7,000 viewers week to week.
*Notable Preemptions/Schedule Changes
- There were no notable preemptions or schedule changes that impacted the daytime broadcasting shows during the week of September 27-October 1, 2021.
