Lets Make a Deal Viewers Up vs. Guiding Light; better lead-in for The Price is Right

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Josef Adalian has the scoop on numbers for Let’s Make a Deal after it’s first couple of weeks of replacing Guiding Light.  The ratings are up, but it seems that the increases are mostly made up of older viewers:

Well, after two weeks of episodes, “Deal” is drawing a few more viewers than “GL” overall, up 7 percent in overall households (1.6/5) vs. the soap’s 2008-09 average (1.5/5).

But it looks like most of those extra viewers are older. In the key daytime demographics of women 18-49 (0.7/4) and 25-54 (0.8/5), “Deal” is down 13 percent and 20 percent, respectively, compared with the “GL” average. The gameshow is flat vs. “GL” with women 18-34.

Not surprisingly, because it’s not a soap opera, “Deal” has ticked up a tenth of a ratings point in all the key male demos.

read the rest on The Wrap

Adalian considers that “Deal” isn’t a bust, nor a breakout hit, but notes that CBS sent out a press release about The Price is Right getting its highest ratings in a year and it’s no coincidence that “Deal” is TPIR’s new lead-in.

When you consider that it costs less than Guiding Light, that its ratings are about the same and that so far it’s a better lead-in for TPIR, the early signs are that this was a good “Deal” for CBS.

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