Soap Opera Ratings: 'Days of Our Lives' Hits New Low in Women 18-49 Viewership

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July 20th, 2012

Soap Opera Ratings for the week of July 9-13, 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 4,402,000 (-103,000/-212,000)
2. B&B 3,065,000 (-50,000/+121,000)
3. GH 2,318,000 (+76,000/-124,000)
4. DAYS 2.230,000 (-179,000/-201,000)

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

Women 18-49 Viewers
1. Y&R 847,000 (+31,000/-27,000)
2. B&B 626,000 (-2,000/+61,000)
3. GH 557,000 (+18,000/-112,000)
4. DAYS 423,000 (-28,000/-259,000) <—– new low *

* Previous low: 439,000 (April 2-6, 2012)

Women 18-49 Rating
1. Y&R 1.3/9 (same/same)
2. B&B 1.0/6 (same/+.1)
3. GH 0.9/5 (+.1/-.1)
4. DAYS 0.7/4 (same/-.3) <—— ties low (4th 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.

  • JayTN

    Some drive-by thoughts…

    Richard…I agree that the production schedule for “Days” – shooting almost six months ahead of time – seems counter productive. If something doesn’t work (like the ill-fated reboot last fall), no matter how quickly you make changes, it is always going to take 6 months for it appear on camera. By that time, the audience may have lost interest. Look at how long ago McPherson/Thomas were fired as head writers, yet their material is still airing.

    Rob60990/Alex/Jack…the ratings for GAA are in between what “The Chew” (2.10 million) and “The Revolution” (1.68 million) did during their premiere weeks. Keep in mind that this is the summer and the daytime ratings tend to wane in the summer with most syndicated series in rerun mode. I think that GAA’s 1.80 million viewers could have been better, but considering the budget, ABC has to be making more money with GAA than with OLTL, even with almost 1 million fewer viewers.

    I agree that GAA is mostly like the Kathie Lee/Hoda hour of “Today”, but I believe that ABC News pre-empted part or all of GAA today for coverage of the movie theater rampage in Colorado. Strictly from a ratings standpoint, it may have been better to have GAA air as scheduled, but have GMA co-anchors George Stephanopoulos (spelling?) and Robin Roberts join/replace Josh and Lara at the anchor desk. That way ABC would get to count the Friday ratings for GAA, but if it was pre-empted, the ratings won’t be added to the other four days of GAA by Nielsen.

    I mentioned this in last week’s thread, and Richard hinted at it, but the debut of GAA sent “The Talk” to its lowest weekly viewership (counting only weeks in which new episodes aired all week) since the week of April 2, 2012. So, at least for last week, it appears that GAA may have taken some wind out of the sails of “The Talk”.

    I did find it interesting to read that GAA will only be live during its first two weeks (which are now over) and will now be filmed immediately after GMA ends at 9:00 a.m. and simply aired at 2:00 p.m. That move kind of takes some of the ‘excitement’ (I didn’t want to use that word, but couldn’t think of anything else to use) of watching a life show. I don’t know if this is still ABC’s plan or not, but it kind of defeats the whole purpose of having GAA and having it ‘expand’ on stories featured on GMA and getting any news ‘scoops’.

  • Pinkle

    GAA was only pre-empted for like 20 minutes. Diane Sawyer led the first 20 minutes, and then they switched the coverage over to Josh and Lara, who talked to 2 of the eyewitnesses, a psychologist, and to help give a break from the news, their planned segment with Eva Longoria. I read some tweets saying GAA would tape a West Coast edition today that would be the show they had planned for today. So, I think GAA today still counts in their ratings.

    Overall, ABC must be looking at GAA, like someone said with mixed results. It still could’ve have done better, but it did a whole lot better than what The Revolution the whole time it was on the air. And it’s cheap to produce.

  • sofaspud

    If all ABC wants is to get young viewers on the cheap, then why not dump all these lifestyle shows and their last soap and just run three consecutive hours of Kim Kardashian (or whatever tacky bimbo of the hour) running around blathering about regaining consciousness in a locker room or whatever it is she does that makes her “famous”. Hell, even MAFIA PRINCESS (the annoying fake reality show on GH) could serve that function. I know they want cheap, but apparently even ABC (once known as “Anything But Class”) has limits … thank goodness.

  • Richard

    Sofaspud, According to 2 sites this week the Mafia Princess storyline is probably going to be dropped. One site said definitely dropped and the other said might be. I forget which sites but one of them was SON — the site that I read most. I think they realized it was a huge failure.

    Going back to the question asked by some about whether ABC missed the OLTL viewers, it goes back to what their intention was. If the person who gave the info to the guy at SON was right, ABC was determined to get out of the soap opera business no matter what.

    And if their bottom dollar is just money then I am sure they are not.

    The Talk and Let’s Make A Deal neither from what I understand have full surpassed what GL and ATWT were going on a regular basis. They are up and down compared to the two, but CBS has made it loudly clear that they are happy since they are making a whole lot more money than they were then.

    So are they missing the viewers at CBS, I don’t think so. They are enjoying the profit margin.

    ABC has to be happy with The Chews performance. Relatively on par with AMC, just slightly lower, but they are making a lot more profit.

    If they can ever find the right show they will be fully happy with the OLTL hour too. They are already happier than they were with The Revolution.

    I still don’t get the vows (read another today) of people urging people not to even watch GH when it moves to OLTL’s spot. Urging people to never watch anything even GH in that hour — their goal is to make everything that airs there fail so that ABC will bring back OLTL. So I guess they are willing to keep the boycott going no matter what — even if it means putting Ron C. and Frank V out of work and getting rid of another soap opera.

  • Pat

    Unusual for Y and R to be down in total viewers but UP in the key demo. Good for them. Still enjoying the current storylines. YTD ratings for both GH and Days are scary…

  • Darcy

    I read on facebook that RC and FV are doing re-writes for GH to try and bring the ratings up. I just have to wonder if it isn’t to late to bring the viewers back. I’m not sure at this point I will return to GH.

    When GH moves up an hour this fall it will go up against Y&R in my market and right now I think Y&R is really good.

  • Thuggie

    I believe DAYS is shooting the end of October episodes, since D.Hall posted some pictures and it was Halloween, I think they’re still on their 3 month schedule.

  • joshua

    Omg, call me a total geek but sat home alone tonight with a 12pak of beer. I watched friday YR, N8ck to tell Cricket, uhg, but “getting to know who you are” then goes home to his family was a well spent emotional experience. Lol

  • joshua

    Again I said this was with some alcohol. To bad for Days. I feel so badly on cruddy numbers for other people love for there soaps that have a place in our harts. I still miss Babara Ryan, Carly Tenny and Reva Fn Shane.

  • joshua

    One more thing, why don’t these night time writers challenge themself to saving RADIO AND TELEVISIONS biggest story and big time money maker for modern telivision. We lost Guiding Light ):, As The World Turns 0:, One Life To Live ):, All My Children (:, sorry super hated that show, Hate! Lol why can’t some tallent writing team pull it together. I believe SOAPS can stick around. Hell, some even come back, DALLAS. Sorry AMC folks but I really didn’t not enjoy that, at all. You can give it back to me because Guiding Light was HORRIBLE at the end.

  • diana

    If the soaps would just get back to the storylines we women love .. families, relationships, true love conquers all .. alas, the soaps I watch, GH and DAYS, are all about “mixing it up” with the couples, there isn’t anybody to root for any more! I love Sami&Lucas, but it’s obvious EJ is going to be a factor again,so much for true romance .. love Jack&Jennifer, but he was fired, Melanie is leaving, those are the only three couples I like on DAYS .. as for GH, ticking off four fanbases is a pretty bold move, I’d say it hasn’t worked, McBam&Liason kiss was the lowest-rated day. We want to watch the “root-for” couples, Jasam, Jolie, Scrubs, Todd&Blair,Robert&Anna, Luke&Laura .. this week I watched three episodes of GH ONLY because Blair&Todd, Patrick&Robin were on. Don’t care one whit for the mobsters, and don’t like to watch my heroes being unfaithful (ahem, John McBain).

  • Dave.A

    Richard wrote: “The Talk and Let’s Make A Deal neither from what I understand have full surpassed what GL and ATWT were going on a regular basis.”

    Actually, Let’s Make a Deal has firmly surpassed Guiding Light. In March 2012, LMAD averaged between 2.5 to 3.0 million viewers. I don’t know what the ratings are now for LMAD. But I doubt that they would reach Guiding Light’s typical low rating of 2.1 million viewers in such a short period of time.

    As for The Talk and ATWT, this is indeed the same situation as for The Chew and AMC.

    While we’re discussing about The Talk, I think it’s a myth to claim that OLTL fans are now watching The Talk . The Talk averaged between 1.9 to 2.3 million viewers when OLTL was on the air. Now that OLTL is off the air, The Talk still averages between 1.9 to 2.3 million viewers. Yes, The Talk did experienced a boom last May and June. But even then, those numbers weren’t anything that the show had not already seen in 2011, when OLTL was still on. The Talk obviously has grabbed a few OLTL viewers. But the numbers clearly indicate that the vast majority of OLTL fans don’t have an interest for that show.

  • Bizzarr

    Man GH has been great lov the dark soap im a guy go GH!!!!!!!!7

  • Aces and Eights

    Monday: 2.5/3,366,000
    Tuesday: 2.2/2,913,000
    Wednesday: 2.2/2,985,000
    Thursday: 2.3/3,067,000
    Friday: 2.2/2,992,000

    Monday: 1.7/2,222,000
    Tuesday: 1.8/2,426,000
    Wednesday: 1.8/2,330,000
    Thursday: 1.6/2,150,000
    Friday: 1.5/2,021,000

    Monday: 1.7/2,227,000
    Tuesday: 1.8/2,461,000
    Wednesday: 1.7/2,284,000
    Thursday: 1.6/2,325,000
    Friday: 1.7/2,292,000

    Monday: 3.4/4,750,000
    Tuesday: 3.2/4,357,000
    Wednesday: 3.2/4,414,000
    Thursday: 3.3/4,525,000
    Friday: 3.0/3,962,000

    GH had a pretty good week as its all about their new timeslot at this point.

    Y&R has really turned things around over there and the ratings should show up more in the fall around November sweeps.

    B&B probably had the best week overall as they had some huge numbers over there.

    DAYS will finally have some new material after the Olympic break so we’ll see how the show forms then. I personally love the Melanie storyline as its been a thrill ride and I think the best thing for the show is EJ getting back with Sami and forming a triangle with Lucas. Everything else on the show is honestly boring.

  • barbfromrp

    I can’t believe the talk is so low. I really like it. I think Days is going to be the next soap to leave the scene. Sad

  • Deshawn

    To me general hospital has been great lately people always be negative at first they said its sonny Carly jason and Sam show people are never satisfied they don’t give it a chance all soaps have different styles they cant be the same like music r b pop country different styles I’m a foury year old man I love gh we need to thank people that we still have four left and support them instead of bashing them in the head

  • Darcy

    @Diana I have to agree with you I am a sucker for true romance and I miss the days of favorite couples like Josh and Reva (GL), Jack and Carley (ATWT) and Jason and Sam (GH). Even though the favorite couples broke up they always got back together.

  • Rob R

    It is interesting to note that NBC instructed Ken Corday to fire the DAYS writers, presumably after previewing the material that has been airing over the past three-four weeks, and drawing the lowest 18-49 Women viewers in the show’s history. Maybe the network executives do know something after all. DAYS had decent ratings back on June 1, when Stefano was shot, but the plotting did not capitalize on that opportunity to create a true “whodunit.” On small scenes, these same fired writers, who just won an Emmy, do show their talent—the dialogue is often wonderful and intimate, but there is indeed something missing in the plotting. In terms of the taping schedule, the show is not six months ahead, but rather, three months ahead.

    As low as DAYS raings are in the 18-49 Women category, DAYS still beats The Chew, The Talk, and Good Afternoon America. I hear the argument that the talk shows have a lower cost structure, but driving away NUMBERS of viewers (such as all those OLTL fans) destroys the audience flow for promotion purposes and for lead-ins to local and syndicated shows (which is why I bet Katie Couric wanted The Revolution cancelled).

  • Robert

    I think Days will improve with the big cliffhanger event coming up .I think the new Days writers can turn the show around.

  • Lynne

    I really enjoyed Friday’s GH. I thought it was great, maybe a little boring at times, but the cliffhangers were fun! I hope they continue with that trend.

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