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Soap Opera Ratings: All Soaps Down Among Women 18-49

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July 14th, 2012

Soap Opera Ratings for the week of July 2-6, 2012

via Soap Opera Network:

Numbers are based on Live+Same Day ratings

(Compared to Last Week/Compared to Last Year)

Total Viewers
1. Y&R 4,505,000 (-38,000/-77,000)
2. B&B 3,115,000 (-223,000/+153,000)
3. DAYS 2,409,000 (+80,000/+139,000)
4. GH 2,242,000 (-35,000/-27,000)

Households
1. Y&R 3.2/10 (-.2/-.1)
2. B&B 2.3/7 (-.2/+.2)
3. DAYS 1.7/5 (same/+.1)
3. GH 1.7/5 (same/same)

Women 18-49 Viewers
1. Y&R 816,000 (-50,000/-98,000)
2. B&B 628,000 (-51,000/+59,000)
3. GH 539,000 (-19,000/-75,000)
4. DAYS 451,000 (-5,000/-168,000)

Women 18-49 Rating
1. Y&R 1.3/8 (-.1/-.1)
2. B&B 1.0/6 (-.1/+.1)
3. GH 0.8/5 (-.1/-.1) <—— ties low
4. DAYS 0.7/5 (same/-.2) <—— ties low (3rd straight week)

 

Source: Soap Opera Network

Numbers are based on Live+Same Day ratings

(Compared to Last Week/Compared to Last Year)

Y&R = The Young & The Restless, B&B = The Bold and The Beautiful, GH = General Hospital, DAYS = Days Of Our Lives.

Nielsen TV Ratings Data: ©2012 The Nielsen Company. All Rights Reserved.

 
  • Joe Petitjean

    People the 4TH of July all you saw was repeats on that day..And to those that say GH is dark and unwatchable are crazy..

  • Richard

    @Joan,

    The Chew ratings are posted every single week at Marc Berman’s site and they are always transferred over to here. In the last weeks thread The Chews ratings for this week are already posted.

    The Chew in some categories is beating GH now.

    The Chew is going better than GMA and ABC is very happy with it. Esp. since it is building it’s younger audience in the 18-34 demo. The Chew has less overall viewers than GH does but in the 18-34 The Chew has been growing and even beats GH sometimes.

    And as I reported in that last week’s thread too, it was reported on one site (an Edge of Night site that I go to sometimes) that a person just posted that their affiliate has announced now that they will dropping GH in September. They are promoting their new lineup The View, The Chew, The Steve Harvey Show and Katie.

    The people there are angry and calling about it, but their affilate has committed to an all talk daytime lineup and for now will not be including GH as part of their daytime lineup come September.

  • Chris

    @ TNA is better than WWE

    It seems pretty clear that General Hospital’s problems go much deeper than its time slot on ABC’s schedule. After all, if the show has been struggling this much at 3 pm/ET where it has aired for decades, what gives people any legit hope that moving an hour earlier will be the cure-all? (The low-rated lead-ins in the last 6 months are no excuse and I doubt that too many people who watch The Chew will keep it tuned for GH.)

    I could be wrong, but I just don’t see the time slot move making any difference at all unless perhaps the writing and story quality shows drastic improvement. And I just have very little faith that will ever happen with this current regime.

  • Chrisann

    Richard, I have seen it posted on this site by TVBTN on some Holiday weeks that the rating will be late because of the Holiday week.

    As far as the time slot move…in my area it will be going against Days….that kinda worries me.

    I agree with some posters that GH is fun and just a great watch. I will keep watching till the bitter end.

  • Nick

    @Joe Petitjean

    You’re certainly entitled to your sunny opinion about GH, but that does not mean that it’s a fact and all those who disagree with you are nuts. Judging by the sinking ratings, I’d say you’re the one in the vast minority.

  • cab

    How do they come up with these numbers. Is it advertising or with Neilson families. Sometimes the same commercial appears on the competion. Neilson families aren’t a great indication of what people are actually watching. There are more unemployed people at home which means numbers should be higher, but there are also many other ways that veiwers have been taken away(different networks, movies available 24 hours a day, computer access, etc.).
    What the US networks need to do is add some kind of shock value; look what happened to Y&R when a little bit of rear from Don Diamont did, or the Satan story on DOOL. Maybe a little nudity or something along that line like a cable network does, will bring viewers back. I don’t know what else they can do. All have tried but nothing to date is working. Bringing back Another World(I can only hope)is not going to bring viewers back to the soaps.

  • MBmomof3

    JayTN is right, TPTB will not bring back the cancelled soaps and the time for fans to act is BEFORE their shows are cancelled. I would remind everyone who wants to support or save their soap that you need to contact your networks & local affiliates and let them know you want to keep your show on their daytime lineup. It really takes no more effort than posting here. I would especially encourage GH &DOOL fans due to their low ratings. Frankly, I don’t think GH’s timechange in September will be good for either of those 2 shows.

    Richard’s report that at least one affiliate doesn’t have GH on their fall schedule should be a wakeup call to all fans. Any of us who have lost a soap due to cancellation in these past few years know fans need to rally their efforts BEFORE the network decisions are made. If you’re not a Nielson household this is how you can be heard. Email, website customer feedback comments, social media, letters and phone calls DO have an impact. Keep it classy & good luck.

  • Barb

    The problem with ratings in the daytime is that the schema is not the same as it was for their coveted demographic. Years ago you had a greater number of stay at home moms, now they are in the workforce so if they think the ratings will rise substantially, they are delusional. It also doesn’t help that the writing on the soaps below par majority of the time. Lastly, they can keep bringing on cheap programming but the audience is not taking it. Daytime is meant to be have soaps not drivel (e.g., repetitive talk show formats) that are now on air. They should just air classic episodes (10+ years ago) and they’d probably get better ratings than they do from the spew the GAA.

  • Darcy

    I don’t understand how people think the new timeslot is going to save GH if the writing is still crap. In September is the writing getting better? I will only watch if the writing is better.

  • Derrick

    Have to agree that Y&R has been fantastic with the hit and run, just glad they did not get a huge drop!! B&B, come on now. You guys got the biggest drop and that’s not good!!! Glad to see DAYS up in total viewers!

  • Irene

    The GH timeslot was for Katie’s show and not GH. It was go to 2:00 or cancel.

    I keep trying with GH but I will never like the Jason/Sonny stuff. They have a certain number of fans but that is not enough to keep it on the air. They allowed them to dominate too too long. Not fixable. Days tried to reinvent the show like it was before and it did not help that show either. Not enough fans left there either.

    Both shows are doomed. If Y&R B&B don’t watch their step they will be next. I think Y&R has best timeslot. People are eating lunch and watching their show. Definite advantage.

  • Nick

    @ Derrick

    Total viewer numbers do not matter much to networks and advertisers, especially in the daytime. They only are interested in targeting and attracting 18-49 (and 25-54/18-34) year old women, like it or not. (I don’t make the rules.) In case you missed it, NBC in May cancelled Harry’s Law, one of its highest rated primetime shows, simply because it skewed too old and did not bring in enough of the younger demos. That’s a prime example of how total viewership does not always tell the whole story, and you see that frequently with daytime soaps.

    Even though Days went up in total viewers, look below that and you’ll see that it fell again to near all-time lows in the key W18-49 demo. Those declines almost certainly cannot bode too well for its renewal chances.

  • Richard

    Chrisann, I see those reports too that the ratings are delayed on Holiday Weeks. The holiday week was last week. And yes the ratings were delayed. I admitted that in my post.

    But this week they have not been delayed. The daytime ratings are issued and accounted at the same time. The talk shows ratings and stuff for this week were released at Berman on time.

    The person at SON says each week that their source sometimes does not get the ratings to them even though Nielsen has released them sometimes late due to other circumstances. And then he or she says sometimes they do get them but due to eating, working, and having another life outside of their website sometimes they get them posted late.

    That is why I was sure in what I said that they were not late this week. Even the dailies have been coming in on time this week whereas last week right after the 4th they were even delayed.

    The holiday DID effect the ratings for this week but the holiday did not cause a delay in them this week.

    And I will remind folks that not just the holiday hindered ratings this week. Last Tuesday there were some other things. I know that in one big affiliate area that Y&R did not even air but about 15 minutes last Tuesday due to some big local story. And then a few days on the coast saw widespread power outages.

    So add a holiday week, many people on vacation, news story outages, and power outages there were several things that affected ratings. And add to it reports on several sites from folks who said the shows were all boring last week. So you have several factors that could and do affect ratings.

  • Richard

    Nick,

    There is a site I go to sometimes that has some good GH info but it is mostly a Days site with all the other soaps lumped into one special section but the rest of the site is all about Days. Anyway the ratings part is in the general section.

    A person on there said that Days has been adding a lot of over 50 fans back — growing in the same areas like GH seems to be doing. Anyway this person who claims to be in the know said that Days had petitioned Nielsen to try and get the over 50 ratings to matter more.

    Seems they would all learn since CBS has petitioning Nielsen to do the same for years.

    I am not trying to be callous in what I am saying as I am getting very close to falling into that category where it basically seems that our opinion no longer matters. But I don’t understand the network and show officials who have been playing this game for years. They know the advertising and TV game and how it has been for years. So I don’t feel sorry for them since they are the ones who have basically made decisions and the like that have turned younger viewers off for years now.

    They are the ones who have courted the press to even stress how important their young viewers are to them. But yet now that younger viewers are tuning out of their shows they won’t to petition to change things.

  • Amy

    @cab I think the solution for U.S soaps would be to start over and copy the telenovela model. They get great ratings! According to wikipedia they run for a predetermined duration. They are usually shown five or six days a week and run for an average of 120 episodes. This format might work better in this day and age.

    @Richard The reason advertisers want the 18-34 and 18-49 demo is b/c these age groups are more likely to try new products. They’re not going to change their minds about this.

  • ragincajun

    The one thing that we need to keep in mind for the soap ratings is these numbers do no include online viewing. I DVR Y&R every day, but there are times when I have to watch the show on CBS.com or Xfinity.com to fit it into my schedule. I have noticed a dramatic increase in the number of online ads within the past year. I used to be able to watch an online episode in about 45 minutes. Now, it nearly takes about 50-55 minutes, and it’s some pretty big advertisers like Target, Lowe’s, Toyota, Microsoft, and AllState.

  • JayTN

    Amy/others…there is a fatal flaw in the long held thinking of advertisers.

    First, the reasons why advertisers prefer the 18-49 year old crowd is 1) they do not have a built-in ‘brand loyalty’, and 2) they have more disposable income than other age groups.

    However, neither of these reasons really apply any more. Polls and surveys have shown that virtually all age groups have the same percentage of people with ‘brand loyalty’. Also, with the recent economic recession and slow recovery, the younger workers have been hit the hardest, thus drying up that disposable income. Now, older people (with retirement checks and/or Social Security checks) have just as much or more disposable income as the 18-49 year olds do.

    Personally, I believe that the advertising community is just lazy. They know that the ‘times, they are a’changing’, but don’t do anything about it, because then their jobs would be so much harder. It is much more simple to just blindly target one specific age group.

  • MBmomof3

    With regard to the coveted demos – I always add in my brief comments to the network & affiliate that I fall into their coveted female, 18 – 49 demo and make almost all the purchasing decisions in my household. I’m not saying this to discourage male or younger/older viewers from contacting TPTB, but it can’t hurt to mention how your viewership helps them no matter what your “angle” might be. Maybe mention that you purchase certain products they advertise and won’t in the future if “your show” is cancelled. Folks over 50 typically have disposable income. Younger viewers are the future and are often the summer storyline targeted demo.

    Also I agree with the above poster that changing GH’s timeslot wasn’t for GH’s benefit, but for Katie’s.

    I also agree that “telenovela” model is a good idea. I’m hooked on PLL & Degrassi and they schedule short seasons 3 or 4 times a year. By the way, they appeal to a young demo, I got hooked watching with my daughters.

  • MBmomof3

    ragincajun, I watch soaps online on the network websites alot. You can’t even FF through the ads if you want to. I agree it would be great if all forms of viewing and viewers were counted. If anyone sucessfully petitions to have that changed that would be quite a feat!

  • Richard

    I think JayTN hit the thing on the head and I have said it before — the key is in the advertisers. Many of these folks have lived by this principle for years and whether it is laziness or just stubborness it is just the way business has been done for years.

    I am not an advocate of change just for change sake. I still believe in the principle that if it ain’t broke don’t fix it, but this model has been broke for several years. But getting advertisers to change their way of thinking is a task not easily done.

    And I still don’t get thing as I have said in the past as to why advertisers can’t target specific demos for certain shows. I mean they do it for other shows like I have seen country music awards shows or that type suddenly have advertiser commercials geared to that specific program for that time. Mad Men have had special ads geared to the Mad Men theme and audience for years.

    If they know in particular that gear toward a particular age or have a lot in that age, then why not target advertisers who need to reach that age. But I guess that makes their work harder and it just go back to it is easier to target a general audience than a particular audience.

    And as to the online thing even with the online segments having more commercials and even larger companies advertising, I had read somewhere that those commercials online still bring in very minimal profit for the networks as compared to the TV spots. I forget what the ratio as to how much money they get, but they said if you think that there is a lot of advertisement on TV that if they went to only online and tried to make it that you would end up with almost a reverse of what it is now. There would be very little show content and more commercial time in the overall product. So basically you would tuning in to watch commercials with a 5 minute TV show interlude. Something to that effect.

    It goes back to that advertiser thing. Advertisers are still willing to fork out the money for those TV ads but still reluctant to pay bigger ad rates for a commercial that airs online.

    My guess with that is I guess they are still reaching more people on TV than they are online — even though that number is going up.

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