Soap Opera Ratings: 'Young & the Restless' Ties Series Low in Women 18-49

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August 9th, 2012


via Soap Opera Network:


Week of July 30 – August 3, 2012

NOTE: Please do not copy and paste the entire ratings.  Thank you.

NOTE: DAYS did not air due to the Olympics

Numbers are based on Live+Same Day ratings

(Compared to Last Week/Compared to Last Year)

Total Viewers
1. Y&R 4,192,000 (-137,000/-557,000)
2. B&B 3,090,000 (+41,000/-17,000)
3. GH 2,264,000 (-168,000/-240,000)

1. Y&R 3.1/9 (-.1/-.3)
2. B&B 2.2/6 (same/same)
3. GH 1.7/5 (-.1/-.2)

Women 18-49 Viewers
1. Y&R 798,000 (-76,000/-193,000)
2. B&B 625,000 (-21,000/-33,000)
3. GH 553,000 (+2,000/-182,000)

Women 18-49 Rating
1. Y&R 1.2/8 (-.2/-.3) <—– ties low
2. B&B 1.0/6 (same/same)
3. GH 0.9/5 (same/-.2)




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.

  • David

    Nothing that airs in daytime is doing huge ratings. There were a lot of key events broadcast in the day because of the time difference. I would love to see the olympics numbers in the key 18-49 female demographic. The best news is despite the olympics GH retainef in the key 18-49 female demo and even up a little from the previous week. Little gains week to week in that demo ago. The fact GH in the key female 18-49 demo doubled the numbers of GAA and di much better than The Chew is a great sign. Keep it up Frank and Ron, keep proving the haterd wrong!

  • Alex Morgan #13

    I knew the Olympics would hit the soaps pretty hard this week but they stood pretty strong in my opinion than they did in 2008, there was also more competition in 2008 from other soaps. I know myself I barely watched the soaps last week but I did watch B&B everyday because it was the best of the soaps with the Evil Hope stuff. Ironically B&B stayed strong too.

    There’s plenty of statistics out there that prove that there’s been more people at home during daytime in the past 5 years than prior periods due to the economy and many students dropping out of school these days. I think the problem has been that people are either on the internet or watching cable TV. There’s a demand for the Olympics so people make sure they watch that.

    Y&R has slowed down a lot since Daisy disappeared and Ricky died but I can’t wait to get back into the show once Maria Bell’s work is finished and the new writers stuff gets started. Does anybody know when the new writers stuff will start yet?

  • Alex Morgan #13

    @ David

    You bring up some great points that I think most people will agree with because the soaps are doing pretty well right now to survive past 2015. If you compare everything else in daytime you will see that the soaps outrate most of it. There hasn’t been a non-soap program that’s done better than B&B in god knows when.

    GH is beating everything in every category except The View but that’s because The View comes on in a much better timeslot with better lead-ins.

    The Chew is still falling behind AMC and OLTL year-to-year, the only difference is the show’s budget is a bit cheaper to produce but AMC and OLTL was getting more ad revenue than The Chew does because advertisers preferred the soaps more than cheap programming. The profit margin will also be better if you produce a cheaper show.

    As for the Olympics, the reason why the Olympics does well its the one sporting telecast where females watch it more than males. I think the female demos are going to be off the charts.

    The Olympics the past few installments was the only NBC daytime program to beat DAYS from what I heard since Another World back in the 90s. That tells you right there how powerful DAYS still is for NBC to keep it around past 2014.

  • Richard

    Alex, The only thing I can fully agree with you on is that the Olympics have made people who normally don’t watch anything but cable tune to the networks.

    I know my daughter (the oldest one) who is home everyday either never watches TV during the day at all or if she does she watches bridal shows, cooking shows, home shows or reality stuff on GSN or MTV. Her favorite channels are Discovery and HGTV. She gave up soaps 5 or 6 years ago and she watched almost all of them on at the time.

    But the last 2 weeks she has watched the Olympic coverage every afternoon.

    As to no show that airs in daytime doing better than the soaps — try looking at the syndicated ratings sometimes. You will find several of the shows that air in daytime do very well against the soaps. Even in the past few months both Jerry Springer and Maury Povich have posted numbers higher to or equal to the daytime soaps.

    A few of those shows have the advantage of airing in the afternoon after the soaps go off but not everywhere.

    As I said above I think GH did well holding on to its younger audience this week. That is a plus for them. But GH is still not safe by any means. Not even looking at what they have lost from a year ago, they haven’t even picked back up to where they were at the end of May. They have pluses going for them but they still got to come off of the 1.6’s on the dailies and stuff.

    Which I still think this week and next week are not really important ratings anyway with the Olympics doing so well. It will be interesting to see where the soaps are in 2 weeks and then again when GH switches timeslots.

  • David

    Richard will never see any positive in GH no matter what the numbers are.

    As for the Olympics those numbers are as I said the usual for sporting events that are this high profile. Look at the prime time numbers where the olympics did an 18.6 rating. So does that mean that their is an audience for prime time that cannot be reached also.

    GH was the only soap to increase its numbers this week in the key 18-49 demo. They have made small increases week to week. It will take time to get the audience back but if they keep gaining in that key demo that puts it in a good place.

    Plus the fact that GH’s numbers in the key demo are double that of GAA and close to about 40% higher than The Chew. Even with lower costs for The Chew and GAA those are horrible numbers. Even when there were no Olympics this was the case. But because certain people don’t like the producer and writer of GH they are on a crusade to turn every positive into a negative.

    You say go by the numbers well the numbers this week showed that despite the strong olympic competition, GH was the only show to increase it’s audience in the key demo.

  • David

    As for the comment about the syndicated shows a lot of those air before or after the soaps in most markets.

    And Springer and Maury their ratings are not what they used to be either. The shows in syndication that still do well are wheel of fortune and jeopardy which in most markets air after the evening news so cannot even consider those daytime shows.

  • Sean

    @Alex Actually GH beat The View in the Key 18-49 demo this week too!!! YAY!!

  • David

    @Sean wow didn’t even notice that but thank you. But you know more people are watching GH in the key demo than the View this week because of the olympics not because they chose to watch GH. With Barbara, Whoopi etc The View is not as cheap as The Chew or GAA just because of the hosts salary alone! Not good at all!

  • TimsDale4ever

    I think the 3 shows held up pretty well considering the Olympics were on this week. And speaking of the Olympics, if 7 million people were watching in daytime that proves what I have thought all along — that there IS a daytime audience — they just aren’t that interested in soaps and talk shows anymore combined with the fact that there are about 500 cable channels to surf through. I always laugh when someone says well there are more women in the work place now. Well they’ve been there since at least the 80’s when the top soaps were pulling in around 10 million viewers a day, so try another excuse….. On another note, I FINALLY got to see a “golden” episode of GH on SOAPNET last night that finally went back far enough for me to see that iconic opening with the ambulence coming through the gate and then the view of the hospital. Took me back {briefly} to the heyday of daytime that we will NEVER see again. Thank you!

  • David

    @Tim well GH Definitely held up well compared to the non soap daytime shows on ABC.

    I no longer have Soapnet was dropped by Comcast in my area back in May. Would have loved to have seen the “golden” episodes especially one that goes that far back. Which episode did they air from that era Tim?

  • Robert

    Not surprised the ratings fell. The olympics is on.

  • David

    The one thing is the olympics have done huge ratings not only in daytime but also in nighttime. As with daytime the evening olympics are doing numbers that prime time shows have not seen. The olympics in prime time are doing far better than prime time so I guess using that logic there is no one watching prime time television either.

    The problem is again so many channels to chose from, the internet, people in the key demographic not being home at that time, etc. It has nothing to do with people not being in interested in certain daytime programs

  • Robert

    I suppose the days of Y&R htting 5+ million total viewers/1+ million 18-49 demos are gone = (

  • David

    Since we all seem to get caught up in saying they older viewers don’t matter interesting article over at the nielson website:


  • JayTN

    People may be getting excited over the 7+ million viewers NBC has gotten for its daytime Olympic coverage. Marc Berman likes to point out that there is an audience out there for Saturday nights whenever a big sporting event (such as the World Series, NFL Playoff, etc.) airs on the night and gets big numbers. However, does anyone think that the networks will ever program Saturday nights with anything other than cheap news programs or reruns? Not as long as the 18-49 year old demographic is valued above all the others by the advertisers. The 18-49 year olds are simply not at home in big numbers on Saturday nights. While Saturday may have been home to some memorable TV shows such as “All in the Family”, “The Carol Burnett Show”, and “The Golden Girls”, those shows don’t necessarily strike me as being magnets for the young audiences.

    Similarly, just because NBC got 7 million people to watch the Summer Olympics during the daytime (an even that happens every 4 years), I don’t think the networks are going to all of a sudden rush out an order up a bunch of soap pilots and game show pilots to put on the air. For starters, the networks would get massive push back from the local affiliates for trying to take back hours that the affiliates (and not the networks) program with money-making syndication programming. It has been rumored that the Fox network affiliates killed any chance that network had at getting Conan O’Brien from NBC. Reportedly Fox executives wanted him for a Fox late night show, but the affiliates often air lucrative syndicated shows at the 11:00/12:00 midnight hour and effectively told the network ‘no’ to getting those hour(s) back from them.

    With people talking about the future of the current 4 soaps, here are my own predictions on how likely each one is to survive beyond its current contract cycle…

    Y&R – 80%
    B&B – 80%
    Days – 50-60%
    GH – 40-50%

    I have adjusted GH up a bit from my previous predictions a few months ago, when I listed GH at around 30% probability of coming back. Now, that doesn’t mean that I think these soaps will be on the air in 5 years, just that I think (for example) that Y&R has an 80% chance of getting a renewal from CBS in 2014. Keep in mind that these predictions are based on what is happening now. Things can, and probably will, change between now and 2013/14.

  • JayTN

    David…I have always said that there is too much emphasis placed on the 18-49 year old demographic. As I mentioned a few weeks ago, the argument to target that age group has always been that 1) they have very little or no brand loyalty, and 2) they have a lot of disposable income to spend. Recent studies have found that older people (49+) have just as much brand (dis)loyalty as the younger people do. Also, because of the recent recession, older people have just as much – or more – disposable income than the young ‘uns do.

    However, it is going to be up to the advertisers to change, and I don’t know if they will do so. Or, at least, change in a timely manner.

  • David

    @Jay I agree I don’t know if the advertisers will change as there seems to have been complaints about this for awhile now. I do though find the article over at Nielson interesting with the statistics and such on the buying habits of people that are in that age group. Or ones that will be soon.

    I guess it all depends on convincing the advertisers that this is the group spending money and are worth targeting.

    I don’t see it have a huge difference in the daytime area since there isn’t a huge difference although some in that age group.

    I think a better example is to think how many prime time shows would still be around if they had considered that age group.

    I don’t ever see the affiliates wanting to give up slots that they have free from the network since that will cost them money. A lot of those local affiliates struggle as it is from a financial stand point.

    Saturday Nights have not meant anything since the 1980’s. I can remember when NBC programmed a huge night of sitcoms on Saturday evenings like Different Strokes and Facts Of life, then in later years Golden Girls, Empty Nest, 227, and Amen on Saturday. And in the late 70’s early 80’s ABC had Love Boat and Fantasy Island. However habits changed at some point in the late 80’s early 90’s and ratings just plummeted on Saturday.

  • Joseph

    Next for daytimeweek (August 13th-17th), with the Olympics over, look for daytime soap ratings to make a major rebound.

  • Pat

    Shocked at the loss for Y and R, however I do know a lot of people are watching the Olympics. Night time ratings are great, so I am sure people are tuning in during the day.

    Having said that, I am still not looking forward to JFP taking over. I’ll see what Josh has to give us with his writing….

  • David

    @Jospeh the ratings are a week behind the ones that were posted yesterday are from the week of July 30 to August 3. The ones posted next week will be for this week August 6 to August 10 so there will still be olympic competition posted in the ratings posted next week. In two weeks we will have ratings for next week which will be when the olympics are done and it is back to regular programming

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