Soap Opera Ratings: 'The Young and the Restless' Hits New Lows in Women 18-49

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September 30th, 2012


via Soap Opera Network:

Week of September 17-21, 2012

Numbers are based on Live+Same Day ratings

(Compared to Last Week/Compared to Last Year)

Total Viewers
1. Y&R 4,289,000 (+73,000/+40,000)
2. B&B 3,139,000 (-25,000/+497,000)
3. GH 2,578,000 (+50,000/+139,000)
4. DAYS 2,312,000 (+15,000/-10,000)

1. Y&R 3.3/11 (+.1/+.1)
2. B&B 2.4/8 (same/+.3)
3. GH 2.0/6 (+.1/+.2)
4. DAYS 1.8/6 (same/+.1)

Women 18-49 Viewers
1. Y&R 734,000 (-58,000/-101,000) <—– new low *
2. B&B 629,000 (-26,000/+119,000)
3. GH 609,000 (+22,000/-51,000)
4. DAYS 449,000 (-55,000/-132,000)

* Previous low: 756,000 (December 5-9, 2011)

Women 18-49 Rating
1. Y&R 1.1/8 (-.1/-.2) <—– new low *
2. B&B 1.0/6 (same/+.2)
2. GH 1.0/6 (+.1/same)
4. DAYS 0.7/5 (-.1/-.2) <—– ties low

* Previous low: 1.2/8 (September 10-14, 2012)



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.

  • MBmomof3

    I agree that soaps should make an effort to advertise to men and the 50+ crowd more than just women and new moms.

    There was an interesting article on this very site (TVBTN) a week or so ago with the premise that you, the viewer, are the product who are sold to advertisers. And while most viewers consider themselves the customer, it is actually the advertisers who are the customers and we (the viewers) are the product the network is selling. Which is true! I would like to see the network market those numbers for men and baby boomers, because I know a lot of them watch soaps. JMO.

  • RLH

    I’m happy with the recent purge of several Y&R cast members (Genevieve and Abby to name two). I think trimming the fat and re-focusing on the current roster of vets has potential for improved storytelling and subsequently, better ratings. My only fear is the fat-trimming was to keep The Moustache salary at acceptable levels…if this is the case, money better spent to increasing overall show quality is now going in his (already fat) wallet. I’ve watched Y&R off and on for 26 years and I’m always elated to see show favorites return from the era I began watching (Danny, Christine, Traci, Nina and Phillip). Michelle Stafford ranks among the best actresses on daytime, past or present. She electrifies the screen (including the lackluster direction the show has taken in the post-Bill Bell years). Give her a cut of The Moustache’s loot!

  • LynTX

    Theres been discussion about the limitations of the Nielsen rating system; thought some of you would find this article at AdAge interesting. Not sure of full implications of this change.


  • Pinkle


    The problem is that men and 50+ viewers don’t pay the bills for these soaps. Daytime advertisers don’t want men and 50+ viewers, they want women 18-49 viewers.

    Just like you said, the advertisers are the customers, NOT the viewers. If the advertisers don’t want men and 50+ viewers, they’re not gonna buy them, regardless of marketing. Just like if you were in a store and there was a product you didn’t want, you wouldn’t buy it, would you?


    Good week for GH, they are holding up. They’re not completely out of the woods yet, but if they continue to hold up and go higher, they should be fine.

    Bad week for Days. This show is shedding younger viewers like there’s no tomorrow. This is a critical time for them, because due to the fact this show writes its stories and shoots its scenes SO far in advance (I believe the show is shot 4 months before air, and written 6 months before air, I know Days shot its 12,000th episode, which is set to air on January 11th LAST WEEK.), NBC will HAVE to make its decision early, as I would hope NBC would give Days enough time to write and shoot a proper finale if it ends. I expect a decision anytime between now and February. It will be in the news, because we will hear “NBC renews Days” or “NBC cancels Days”. It will NOT be a “no-news” renewal.

    Y&R should be glad they got rid of MAB. Hopefully, JFP and JG will fix this show.

    B&B is holding on as well. For those of you that don’t know, B&B is up for renewal in 2013, not in 2014 with Y&R. Hopefully, Stephanie leaving at the end of the year won’t kill this show, as many B&B fans have said that her leaving could seal B&B’s fate.

    So, the renewal timetable….

    Y&R: 2014
    B&B: 2013
    Days: 2013
    GH: whenever ABC wants to get rid of it

    So, pretty much Y&R is the only soap safe through 2014. We could lose three soaps next year (though I fully expect B&B to get a renewal).

  • Kayla Rae

    Days remains the BEST soap on the air. GH cannot even begin to compare. Talk about boring…GH has the corner on the market when it comes to a dud of a snoozefest!

    I find Days fascinating and wonderful as always. Too bad the ratings aren’t better but there’s no accounting for taste when it comes to daytime viewership.

    Days will NOT be cancelled…you’ll see!

  • Kayla Rae

    Oh, Diana, get off your bigoted preachy bible pedestal already! How hilarious for anyone to have a problem with Days’ featuring of a gay storyline. It’s about time that LGBT characters have greater representation on television. And how funny that some would say Days is “shoving the gay storyline down their throats”…LOL! That would then mean that all the soaps have been shoving the hetero lifestyle down our throats for eons! Ridiculous to claim any of this. Get over your narrow minds already and live and let live. Discrimination and bigotry belong in the dustbins of history! I am LOVING the Will/Sonny love story on Days…GO DAYS!!!

  • diana

    @KaylaRae, are you a DAYS writer? ’cause you sure sound like one. lol

  • MBmomof3

    @LynTX, thanks for the link. Very interesting to see how it plays out.

    @Kayla Rae, I’ve always admired your passion in supporting DOOL. But, you know you can do that without dissing every other soap or conflicting opinion. Not trying to start anything, it just negates your opinion and makes it hard to take you seriously. I love Days, but I love GH too. Hope all 4 soaps are around for years to come.

  • Jack

    What do women 18-49 know?

  • Sophie

    Loved todays show on GH. They are a must see, and there is love in the afternoon again. Great stories. I can’t even watch DAYS, too much Sami for me. I do hope that all 4 get to stay on tho. BRAVO GH!!!! Can’t wait to watch the next day. I haven’t been this excited in a long time!

  • Kayla Rae

    MBMom…I am not “dissing every other soap,” as you claim. I am pointing out my opinions. The only other soap I mentioned was GH, which I have found to be incredibly boring. I noticed a lot of dissing of Days by various posters…why did you not admonish them, MBMom? Hmmmm….

    We can agree to disagree…that’s fine. No one should be fearful of expressing their opinions on this forum. Years ago I loved GH, but it is a mere shadow of its former self. I don’t care for it in the least anymore. Days remains wonderful and quite enjoyable for me.

  • MBmomof3

    Kayla Rae, you’re right. I didn’t mean to pick on you. You are certainly entitled to freely express your opinion. Keep enjoying Days and I hope it is on for many years to come. I have watched on/off since the’80’s. Thanks to modern technology (and SOAPnet) I watch pretty regularly, at least a few times a week.

  • Kayla Rae

    No problem, MBMom.

    I had heard some time ago that SoapNet was slated to go off the air before now…yet it remains on here in NC (thankfully!). Does anyone know what’s up with that? Can I expect it to remain on the air for the foreseeable future? I watch Days on SoapNet each evening as I have to work daytime most of the time. Thanks.

  • cab

    I am hoping for the best for DOOL, but the sad story is that bringing Eileen Davidson back may not even impact the ratings. Sure few may be interested but just adding a returning character does not bring viewers back. Check out what happened when they brought 4 so called beloved characters back, nothing, and I believe most of them have already been written off(Jack, Carrie, Austin, etc.) NBC and DOOL must dig deeper. I agree with other posts that the Sonny and Will storyline is being done excellently. So what if everyone seems to be okay with homosexulaity in Salem. Some communities are more accepting than others. It actually is being handled more true to life by having the guys actually date before hitting the bedrrom, unlike many other straight characters on Soaps.
    DOOL and NBC must bring something new and exciting to the soap, not just bring back loved characters or add stunt casting. Come on guys you can do better I know you can.

  • Sophie

    Days didn’t even give our favorites a chance. Jack, Carrie, Austin, and Madison. What they should do is just write for them properly. Give Sami and EJ a rest. And show more Love. They just can’t get it. Just 4 months ago, I was ready to quit GH cuz it was aweful, but they turned it around and now I can’t wait to watch. Maybe Days will get better. I hope so, Just give Ejami a break, and send them off somewhere. The ratings are tanking with them front and center. Where they were doing better, before all our favorites got fired.

  • David

    GH has been great so interesting the show has really turned around. Every day so much happening keeps the interest the entire hour and features a great array of characters.

    I have only watched Days for a short time now but find it to be such a boring show. The Chad/Melanie/Nick thing is just not interesting at all

    The EJ/Sami thing is so boring. Way too much of them.

    Stefano coming back and kristen coming back I just dont see it making the show any more interesting.

    The only story that is being played well is the Will gay storyline.

  • John

    Different strokes for different folks I guess, but I can’t help but feel its sour grapes for anyone to call GH a snoozefest. It used to be but, for me, the hour flys by. I’m liking Spinellis new love interest and the Patrick love triangle. Hope Sabrina kicks that bitchy doctors ass!

  • Brad

    Is DAYS planning on doing a Alzheimers storyline with Caroline Brady?? I noticed on two episodes this week she has acted completely confused. On Monday, Roman had to say to her “Mom, I’m Roman” and on Tuesday she was talking about Maggie and got confused and said Maggie married her Shawn. Gabi said “She married Victor”. They have been discussing this topic on other boards. Just wondered if they were going to do that story.

  • TimsDale4ever

    I’m so glad most of the comments for GH are favorable which tells me that Valentini and Carlini (spelled?) are doing a great job over there, combined with the gradual inprovements in their overall rating and their 18-49 rating. They were doing an exemplary job on OLTL at least during the last 13 months I watched. I was blown away day after day, and they made that show must see TV for me. Almost a year later, I still miss that show so much…

  • JayTN

    Kayla Rae…SOAPnet will likely leave the airwaves for good once the contracts between Disney (the SOAPnet corporate parent) and the various cable/satellite providers end, as Disney is not likely to renew them. I am a Dish Network customer and SOAPnet is still on the air, while Disney Junior has still not yet been added to the line-up (not that I necessarily want it, as I’m not exactly in their desired target age).

    I find it funny when people talk about an alleged “gay agenda”. “Days” has what, two gay characters featured? And whole weeks can go by between scenes featuring Sonny. Although I’m not old enough to have experienced it firsthand, there was probably just as much criticism when TV shows started to show women in the work place (“just a bunch of bra-burning liberal hippy women”) and African-American characters mingling with white characters (“just a bunch of wacho-liberal TV writers pushing that pro-civil rights agenda down our throats”). Now, if there were half-a-dozen gay characters running around, I could see some evidence of a “gay agenda”, but not with just two.

    I do admit that I wish writers and producers would flesh out the characters who have problems with gay characters and not make them one-dimensional cookie-cutter mustache twirling villains. Personally, I think that the writers should explore the reasons behind Lucas’ actions (i.e. saying he doesn’t have a problem with it, but actually does), because it would be a very good story to explore. However, I don’t know if the writers are interested in stories that take more than one or two days to cover.

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